When a New York agency working with Land Rover contacted San Francisco-based photographer Jayms Ramirez through Wonderful Machine, he jumped at the chance to work with one of his dream clients. They needed him to shoot the fun, sporty, and recently redesigned Range Rover Evoque.
Jayms had been a long-time fan of the Land Rover brand, their vehicles, and the lifestyle they represented, so he was excited to hear more about the assignment. The campaign idea turned out to be ideal as well, with Land Rover asking Jayms to take the Evoque across the coast of California to shoot the car in action.
The premise was a lifestyle/travel mood with a group of friends on a road trip, which is exactly what I like to shoot. It fit in perfectly with my style and passion.
Land Rover sent Jayms a brand new, shiny red Evoque and off he went, photographing the car as he drove along the west coast.
Planning and producing the multi-day shoot was by far the most challenging aspect of the project. Jayms produced and shot everything himself, so he had a full plate from day one. From securing talent and scouting location, to getting permits and making sure the Evoque remained scratch free, Jayms wore many hats and ensured the shoot went smoothly.
Locations included an Italian café in North Beach, the Santa Cruz Mountains to shoot amongst the redwoods, several wineries, Summit Restaurant in the mountains, and some other select areas in San Francesco. Jayms traveled with three models, photographing them and the car at each stop. He says it was especially refreshing to drive through the redwood trees and coasts, where the models could get out and enjoy the trails and ocean air.
We wanted to keep driving the Evoque down to Baja and get into the desert, but we had to give it back after a few days and weren’t able to.
The freedom we had was amazing and it really translated into the vine of the images.
The reaction to the project has been great so far! Land Rover selected images to use for a social media campaign as well as a direct mail catalog. Jayms has also been fielding licensing requests for some of the images, as they fit the current trend of travel/adventure images perfectly.
To see more of Jayms’s work, visit jaymsramirez.com