The Huntington Beach ad agency Innocean recently hired me to do a lifestyle shoot about and for the agency itself. The goal was to portray the agency as a modern, fun, creative place where interesting people work on interesting ideas. Which wasn’t hard, since it’s a modern, fun, creative place where interesting people work on interesting ideas.
The hard part was shooting eight setups in a single day, which took rigorous pre-production, a ton of lighting, a great crew and an art buyer doubling as a talent wrangler.
You know what this shoot made me realize? People who work in offices have it really good. They take breaks, get an espresso, chit-chat with their colleagues, flip through graphic-design books, maybe even shoot some hoops if the office is that cool.
See what I mean? They don’t even know how good they have it.
Look how psyched he is. Because he works at an office.
That guy in the center really does bring his surfboard to work. Not many freelancers I know work across the street from one of the best breaks in Southern California.
Dusk comes late here in the summer. Everyone’s gone home except me and my lights. I wrap at 9:45 pm and get a huge burger down the street. Life is good.
Well, do ya, punk?
If you said, “a young Clint Eastwood” with a little swagger, this is not your lucky day. That’s his son, Scott, whom I shot recently for an editorial spread. Nice guy. Funny (in the article, one of his dislikes was, “people with celebrity parents.”) A quintessential North County (San Diego) surfer bro. And a good actor.
How crazy is that? It’s like time travel.
He didn’t like my beach setup.
I think “portrait on a beach” immediately sounded cheesy to him, as it probably should. Still, he put up with it. Thanks, Scott. And thanks to Gillian Flynn at Riviera San Diego, the take-no-prisoners editor who has hired me everywhere she’s been since we started working together seven years ago.
Ever owe a friend a letter for a long time? And the longer you wait, the harder it gets to write back? Because you have so much more to tell?
Well, my friend, I’ve owed you a post for a long time. And I have a lot to tell. But I’m going to pretend that we just spoke, and this is simply a casual addendum. That way this whole thing is easier to write.
Last time I wrote to you, the 72″ panoramic of the San Francisco bay was my masterwork. Well, there’s a new one — the ad I’m running in Vol. 3 of Luerzer’s Archive, which is being mailed out right now. (If you don’t know Archive, it’s a magazine about and for the advertising industry, and most of the ads in it are from photographers). This time I decided to do something different with my ad.
Don’t sweat it if you can’t read all the text. Just know that it involves my new agent, a poem Andy Dick wrote for me for $1, a collection of 1970s sports trophies and a vintage meat cleaver. All brought together by the amazing Oksana Badrak and her brilliant-as-usual design. If you really want to read all the text, send me an email for a larger version: email@example.com.
Next up: another post! So much to tell!