Erik Isakson: New Roads with Chevrolet

In 2015, Chevrolet launched its new lifestyle magazine called “New Roads.” They wanted to give their audience another way to experience their products and keep them better informed about their projects. Since the launch of the magazine Chevrolet has worked multiple times with Los Angeles-based photographer Erik Isakson on projects for the publication.

For their most recent project, they asked Erik to depart from his usual sports and active lifestyle imagery and shoot their new Chevy Equinox. They wanted Erik to incorporate beach-going lifestyle imagery with this project. Erik was thrilled for the opportunity and excited for the new challenge.

The Preparation

Before the shoot began, Erik reached out to Wonderful Machine for some shoot production and estimating help. Our Executive Producer Craig Oppenheimer helped Erik with all his needs and was instrumental in planning the shoot. From the very beginning, he helped with advising on the estimate and usage.

Craig has been an amazing help and key component to several of my recent projects.

The goal of this campaign was to capture the various features and uses of the vehicle, particularly in an urban beach environment. They wanted to get the point across that you can comfortably drive the Chevy Equinox to the beach for fun, as well as on a lunch date while exploring all along the way. The overall shoot was creating a “day in the life” with the 2018 Chevy Equinox.

There were many details to sort through for the pre-planning. Luckily Erik had help from his amazing Producer, Michael Jackson, and Location Scout Jon Wheeler every step along the way. The tasks included booking the right talent, narrowing down the perfect location, and acquiring various site permits for the beaches, restaurants, motor homes, etc. Originally the shoot was going to be shot in San Diego, but they ended up completely shifting gears and moved it up to Long Beach.

The day before the shoot they brought on a second location scout and walked through every scenario to make sure everyone was completely dialed in. They started at 6:30 am and shot until sunset, utilizing three different locations. It made for a hectic and productive day. Most of their time was spent setting up one scene while shooting another. Erik’s producer was instrumental in the entire project, making sure everyone was fed, hydrated and stayed on schedule.

The Challenge

The biggest challenge for Erik and the team came at the restaurant Saint & Second. It’s a fantastic restaurant, but shooting across a busy street and dealing with ever-changing shadows and light made getting great pictures difficult. They had to shoot various images of the car using reflectors and scrims to control the light. They faced this problem with lighting the talent as well. They ended up using a 12×12 silk over the car and the side of the restaurant entrance to soften the hard shadows.

Everyone at New Roads Magazine and Chevrolet has been pleased with the images. In addition to the magazine, Erik’s work has also been used on Chevrolet’s website and Instagram.

It’s exciting to see parts from different shoots of mine featured in this July issue of New Roads Magazine.  

Erik enjoyed all the aspects of this project. His favorite part, however, was working with such a fantastic crew that provided incredible energy and fun each day.

I love collaborating on creative productions like this, where there’s a lot going on. There were lighting and logistical challenges throughout, but it was very satisfying to see it all come together so smoothly.

Erik’s association with the magazine has led to other Chevrolet assignment work for two different ad agencies that Chevrolet works with. Erik is very much looking forward to a continued relationship with Chevrolet.

See more of Erik’s work on his website.

Further Reading
Read more articles about Erik Isakson.
Read more articles about Auto/Vehicles photography.
Read more articles about Lifestyle photography.

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