Low tide and High Style
I am a photographer.
That said; Close to all the assignments I now get hired to execute involves creating additional short films and animations.
As marketing continues its drift onto the digital platforms, creating “assets” and “content” are the buzzwords I hear on every creative call with Advertising Agencies.
In short it’s not just about creating a singular image or a campaign. It’s about different visuals that can live on many different platforms, telling the same brand story.
This is an exciting time for a photographer!
I came into photography and advertising assignments when crafting the one perfect, signature image was key. Now we create several signature images and a film and secondary shots and portraits and Behind the Scenes, all in the same time.
I love this!
If one keep on doing the same over and over one can easily become stagnant, which inevitably leads to becoming irrelevant.
And that’s the last thing I want!
I still feel I have a lot to say as a visual artist, and these added aspects of my assignments allow for creating new depth to my work.
The film aspect drives and deepens the narrative and push the emotional expression. The still frame drives the attention to detail and light in every single set up.
When I now shoot it is a hybrid production where I direct to establish the complete narrative within the frame and as the action unfolds we run both still and motion cameras side by side.
A few months back we got hired by Visit Newport Beach and AD Agency GreenHaus. The brief was a tongue and cheek campaign showing the contradictions of “Low tide and High Style” one find in Newport.
So with a great crew and a sense of humor we packed our bags for Newport Beach and had some of their signature Balboa Island Ice Cream while visiting their Beaches, Shops and Restaurants.
For me these additional platforms is an amazing expansion creatively and I could not be more excited about continuing to craft these expanded stories in different mediums.
So maybe I’m not a photographer anymore but a hybrid photographer/director who dabbles in winemaking and architecture and spacial design…
In any case I’m thrilled to share more of this work as these ongoing hybrid assignments are released.
A big thank you to Rob, Dave, Patrick and Jamie at Greenhaus!
And if you are curious:
The Wine: http://www.storiesbytheglass.com