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When London-based photographer Ashley Lewis received a call from JD Sports about photographing their new Above the Line campaign, he was excited to get to work for a new client. Ashley was recommended for the job by someone he had never worked with or met, who found his images online and thought he would be a great fit for the campaign.
Once contacted, he was one of three final photographers and was asked to put together a treatment. In the end, Ashley was thrilled to win the brief and be selected to shoot the campaign.
The goal of this campaign was to shoot a series of images that could be used at the end of summer in OOH, ATL, In-Store and Online.
With Ashley on board, the next step was to choose a location. The client was initially torn between Lisbon and Miami, but since they were hoping for gritty, urban locations as well as beach shots, the client chose to go with Miami.
Once they chose Miami, Ashley helped narrow down more specific locations for the shoot. Since he was still in London, he worked closely with production company Rosco Production and a local scout to sort out pre-planning and pick locations that would suit the back to school/end of summer vibe they were hoping for. With the local scout and Ashley’s skills on Pinterest and Google Earth, they were able to narrow down the shoot to a few key locations.
The shoot took place over five days and involved a ton of different locations and heavy gear. As with previous projects, JD Sports took care of the casting. However, this was the first time they would photograph men and women at the same time.
On the first day, they were hit with a massive tropical storm, but after collaborating with the crew to re-organize, they managed to shoot under some cover with a bit of artificial sunlight. Luckily the storm lasted under an hour, and they were able to get back on schedule.
By the end of the first day, they were shooting in bright sunshine and intense heat. For one of the images, they were photographing three girls on reflective metal bleachers, and due to the glare from the sun, Ashley couldn’t see the back of the camera. Luckily, they had done test shots the day before where Ashley had decided on lighting, camera positions, and settings. Despite the light, this turned out to be his favorite moment of the shoot.
I heard the client say we’d gotten the shot and that was a wrap for Day 1. I still hadn’t seen any captured images from that particular set up so when I eventually got to see some along with the actual sunlight, lighting and treatment, I was blown away by how they turned out. It was one of those “I can’t believe I just shot this” moments.
The client was thrilled with how the images turned out, and Ashley has been bombarded with positive reviews as retailers keep sharing the photos across their social media accounts.
The shoot itself was amazing. The crew and talent were all super focused and dedicated. We were under a lot of pressure to deliver but I feel like everyone did their parts and it came together and resulted in some amazing images. I’m proud to have been able to work with such good people on such a great campaign.
Credits:
Models: Abby Champion, Belouka Almonacy, Cindy Mello, Brandon Thornton, Justin Fuentes, Shae Pulver
Wardrobe Stylist: Veronica Garrote
Hair & Makeup Stylist: Helen Anderson
Digital Operator: Kris Shacochis (Arsenal Photo Supplies)
See more of Ashley at ashleylewisphoto.com!