The advent of winter has come and gone, and with the Spring Equinox just around the corner, we’re already pining for powder white slopes; especially after taking a look at the new campaign Colorado-based photographer Andrew Maguire completed for The Colorado Tourism Office.
Andrew was brought on by Salt Lake City production company Camp4 Collective to work alongside Denver-based ad agency Karsh Hagan for the two-day shoot in and around Winter Park Resort. The objective being to update the still photography and video assets, further highlighting the natural beauty and landscape of Colorado as well as showcasing the great winter activity in a variety of active lifestyle shots.
Additionally, there was a desire from Karsh Hagan to capture a native Colorado family enjoying the slopes to tell an authentic story.
I think my favorite part of the shoot was the overall purpose and direction behind the shoot…”go out and capture real Coloradans, in their backyard, doing what they love.” We really didn’t want to fake anything. We wanted real people, not models. These folks needed to be passionate and active with some sort of outdoor winter sport. Finding this perfect cast of characters really allowed us to capture some truly authentic moments and energy that clearly embody the ethos of being from Colorado.
With a creative concept set, then came the task of pre-production. Karsh Hagan and Camp4 Collective handled most the planning for Andrew, and his team scouted a few locations for skiing. Andrew was backed by a fantastic team to pull off all the shots that the client desired. They had wanted to photograph right after a big storm to capture the newly fallen snow on the slopes and trees.
We initially were hoping to shoot in early March in Telluride but, due to a couple warm and dry (no snow) weeks in Colorado, Karsh made the call to pump the brake until the desired conditions came around. We ended up chasing a few storms around the state, which led us to changing locations from Telluride, to Aspen, to Breckenridge and then finally landed on Winter Park. The production team was basically on a 48 hour notice with each of the locations just mentioned.
One of the most adrenaline pumping parts of the shoot ended up being for the crew instead of the talent. Andrew and the DP/Operator of the motion side of production had to ride an inner tube backward while shooting their talent. At one point the DP ended up hitting a small bump on his way down that ended up sending him and his RED camera set up about four feet in the air, eventually landing on his back. Luckily the footage was safe, and the DP only walked away with a few bruises.
A snow enthusiast himself, Andrew is always eager to hit up the resort or grab his split-board and head out into his backyard, which happens to be in Blue River, Colorado where he can fully indulge in eight months of winter throughout the year. In fact, Andrew’s favorite way to start or end the day is to leave the stress of emails and edits behind and venture out into the backcountry to clear his mind. So all the better when your office happens to be in the snow, and you can share it with a great group of people.
There were definitely lots of laughs throughout the shoot… For our snowshoeing and fat bike shots, we were shooting in a non-motorized vehicle section of national forest land, so that meant the entire crew was either accessing our location via snowshoe or AT-Ski or split-board setup. This was the first time some of these folks had ever snowshoed or ventured into the backcountry. It’s always cool to witness those sort of moments of discovery and joy.
This project has been extremely well received. Currently, the motion spot has been playing on all United Airlines in-flight TV monitors, broadcast, and printed work has been shown on a large scale at a few airports. While Andrew isn’t entirely sure of every way Colorado Tourism plans to use his imagery, he knows they intend to use the images for roughly three years on billboards, buses, trains, airports and more.
See more of Andrew at andrew-maguire.com