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Naturalist John Burrough once said, “I go to Nature to be soothed and healed, and to have my senses put together.” Not many know this sentiment better than Lance Koudele. As a 2017 X-Games Gold Medalist, the Oregon-based Adventure and Lifestyle photographer has traveled to 33 countries in pursuit of the most transcendent moments found in the wilderness. A true outdoorsman, Lance strives to take his audience into nature in his imagery, where they can reflect and learn about themselves.
Headwear & Accessories company Pistil Designs recently commissioned Lance to take the visuals for their latest fall and winter collections. Located in Hood River, Oregon, Pistil products are centered around the outdoors and fashion-forward functionality.
I’ve collaborated with Pistil for some time now. We were both living in the same outdoor community, and we knew of each other because of that. It’s been a wonderful partnership for many years.
While Lance specializes in Adventure photography, he also has experience working with outdoor/fashion brands like Columbia, The North Face, and Timberland. Lance also has extensive knowledge of the Hood River area, which was an important factor in his recruitment.
From my past assignments, Pistil knew I could capture their brand voice while keeping it fun and easy.
Before the project commenced, Lance spoke with Pistil’s Creative Director, Forrest Jones, about the season’s theme and the shoot’s location. They agreed upon The Columbia River Gorge, a canyon of the Columbia River in the Pacific Northwest and the largest designated National Scenic Area in America. Containing a pacific rainforest, a high desert, two volcanos, and of course, the Columbia River, there was a plethora of contrasting ecosystems for Lance to indulge in.
Once a theme is ironed out, we kick around ideas on locations. In this shoot, it was a high alpine vantage point of glaciers and an alpine lake.
Pistil wanted Lance to showcase its entire winter and fall line of hats, caps, visors, beanies, headbands, scarves, handwear, and bags through action in the outdoors. Lance attempted to do so by incorporating the wild essence of the brand in his composition.
It’s really about connecting to the spirit of the place. Nature is the brand’s driving force, and I firmly believe that the time spent in awe-inspiring places soothes the soul and makes us better people. The goal is simply to be present, let the spaces do their work, and make it, above all, fun.
The location for the backdrop was around Mount Hood, a stratovolcano (known originally as Wy’East to the native people), in two remote places that took some time for Lance and the team to access. It also took place at the end of fall, and a snowstorm was forecasted immediately after the shoot, meaning there was no time to spare.
We were extremely lucky to have the weather we did for the shoot. While conditions were wonderful, being prepared for any and all weather is mandatory for the work I do in remote places.
On set was a small crew consisting of Forrest, the producer, a stylist, a videographer, three models, and Lance. Forrest selected a diverse range of ethnicities for the shoot, including a first-generation Mexican and Indonesian talent and an African American woman from the Deep South of Georgia.
It’s always incredible to connect with people from other places and share with them the wild locations we shoot at. Their first experiences in those places really add to the energy. It’s palpable. The shooting style of letting things unfold naturally really keeps the vibe high and playful.
Working with an array of high-quality products and a united team, coupled with the breathtaking scenery, made for a joyous day at the office for Lance.
Connecting with subjects is easy when you are in such beautiful places. Having a curious mind about who I am working with and asking about themselves is a great way to break the ice. The deeper connection happens off-camera in discussing life, which carries over into the portraits and images. Being curious and being playful, you can’t go wrong with those two things!
However, proceedings didn’t start off smoothly, as just before the shoot, Lance’s assistant had to drop out due to a medical emergency.
Being minus an assistant made things more challenging, but luckily I’ve worked with the brand for a while and know what they are looking for, so that made it much easier for me.
I’m just really excited about the new generation of models coming up. There is such a deeper awareness of the world around them — it’s really encouraging.
The lake in the pictures was a particularly infamous spot. Known as the “Lost Lake,” it was revered by Native Americans for its bounty of huckleberry and game. They called it “E-e-kwahl-a-mat-yam-lshkt,” or Heart of the Mountains. It remained hidden from western settlers for some time despite multiple attempts to locate it. And its inclusion added a certain mystique and wonder to Lance’s final imagery.
It definitely has a special energy; it was extremely dreamy. The glacier backdrop atop Wy East was incredible. Located at 6,000 feet above sea level, we were privy to a never-ending show of clouds and sunbursts. A memorable experience for all.
See more of Lance’s work on his website.
Credits
Models: Bo Baskoro, Olivia Middlebrooks, Monika Gonzalez
Creative Director: Forrest Jones
Stylist: Carey Mullett
Producer: Chrissy Reitz
Talent Agency Director: Jonny Shultz