Spent Monday night chasing the light, working with photographer Robin O’Neill, to capture the second “story” for a campaign for the Pemberton & District Economic Development Commission. This shot of our kick-ass local models was eliminated from the final cut, mostly because of the vertical orientation, but it sure fit the branding requirements of showcasing Pemberton’s “natural beauty.”
Spent the week in the laboratory, cooking up a little creative campaign, alongside some of my favourite collaborators, photographer Robin O’Neill, designer Lisa Komuro, and the gorgeous Megeney/Lambrecht clan.
The creative will roll out this summer and is anchored by a website showcasing the Potato Nation, and all its growers, makers, movers and shakers.
Verbal snapshot of One Mile Lake at 6pm on a Saturday: a 6 year old boy casts for fish beside his dad off the floating dock. Half a dozen kayakers paddle across the lake. Dog-walkers enjoy the new boardwalk. A family gathers around a fire in the great metal fire-pit. Someone sits in meditation as the light over the mountains shifts and softens.
The goal is to spread the word that Pemberton is a place worth investing your time, your money or your enterprise.
One of the community’s most outstanding assets is its social capital. It’s a hot-bed of creative, enterprising, fascinating folk. Home-based studios and cottage industries are producing some niche, but highly acclaimed products. A good number of these creative enterprising people just happen, simultaneously, to be ridiculously good-looking. So, we didn’t have too look too far for models to infuse the campaign with genuineness and local character.
While the kids stole our hearts during the shoot, the silent star of the session was Andy Lambrecht’s hand-crafted custom stand-up paddleboard.
A surfer and a wood-worker, Andy has brought his passions into alignment in a way that also serves his values – to tread lightly, to do no harm, to liberate the inherent value in material things by not casting away what is still valuable, to have, as William Morris famously proclaimed, nothing in life that is not both both beautiful and useful.
All Andy’s hollow wood surfboards are built with reclaimed wood.
Andy built a custom board for Norm Hann, who is paddling an epic 300km stand-up paddle journey in the Great Bear Rainforest to protect the region from a proposed oil pipeline. With BP still spewing 40,000+ barrels of oil a day into the ocean, the potential risk of running pipelines and supertankers into pristine environments is apparent to everyone.