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About a year ago, Denver-based photographer Jason Innes was referred to the Fresh Produce clothing company by one of his longtime clients. Having a solid and long-standing relationship with that client, Jason was intrigued about the possibility of doing a shoot for Fresh Produce Clothes. The company had just gone through a lot of changes and was looking to start anew with their marketing and photography, and they felt Jason would be a great fit after seeing his beautiful and creative lifestyle work.
The concept behind the project was to create a series of “getaway guides” featuring Fresh Produce clothing and showcasing locations near its stores in order to increase brand visibility in local and national markets. The company wanted to “getaway” from the traditional catalog look and shoot the apparel on talent, giving it an engaging and editorial feel.
Jason and his team arrived two days before the shoot to scout most of the locations beforehand. They didn’t have a definite location for a handful of the desired shots, but they were lucky enough to stumble upon some beautiful areas. One of Jason’s favorite locations was the spot they used for the VW van picture, which was suggested by some friendly locals.
The people of the island were incredibly helpful and excited about the shoot and what we were doing.
Jason describes the shoot as “fast and furious.” Even though they had some great locations nailed down, it was time-consuming getting from one spot to the next, which put a strain on their schedule.
The most difficult shots were the ones on the sailboat. The captains were instrumental to capturing these images because they were able to position the boats exactly where Jason wanted, which is no small feat out on the open water.
After taking a handful of images, Jason noticed one of his models lying down near the bow. He subsequently learned she had been incredibly sea sick, but after the stylist got her ready she would jump into the shot and perform as if nothing was wrong. Jason was super-impressed by this and marveled at her professionalism and grit even when she wasn’t feeling her best.
It was such an amazing team effort and very nice working with such professionals…Location shoots like this aren’t a result of one person… It takes a motivated team and each person involved is as important as the next.
Perhaps Jason’s favorite part of this project was the creative freedom he was given by the producer, which is one of the reasons he was so happy with the resulting photos. He also credits the success of the shoot to the positive energy everyone exuded on set.
The shoot was upbeat and fun, there were no egos involved and everyone had a level of respect for each other.
Fresh Produce was thrilled with Jason’s images and are planning to do more getaway guides in the future, which Jason hopes to take part in as well.
See more of Jason at jasoninnesphotography.com.