It’s always magic when a photographer and an assignment match up on a deeper level—the imagery reflects an understanding of the subject that cannot be explained in a brief or learned on set.
You can see this in Steven Lippman’s latest ad campaign. He was asked to shoot print and direct a motion piece for JKL, a men’s apparel brand whose core identity is adventure and individuality. JKL was founded by actor Matthew McConaughey, who donates part of every sale to the Just Keep Livin’ Foundation, a nonprofit he established to provide after-school fitness and wellness programs in inner-city high schools.
JKL’s values are right in line with Steven’s. As a lifelong surfer and skater who traveled the world as a model before pursuing photography, he has had a life filled with adventure. And he is someone who gives back: For years, he has volunteered his time to organizations such as Surfers Healing, which works with kids who have autism, and is on the board of A Walk on Water. which provides guided surf instruction to special-needs children.
For the JKL campaign, Steven’s mission was to show not just the clothes but a lifestyle. “I shot the best of both worlds—Images where you can see the detail in the clothes and others where it’s more of a feeling,” he explains.
His photos are being used in print, outdoor, in store, and on the JKL website. He also directed a video, on view at the JKL site, that captures the JKL vibe. Here’s a look…
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