Chicago-based Brand Narrative photographer Ricky Klüge recently embarked on an electrifying new project with Lime, the world’s largest shared electric vehicle company. Through his lens, Ricky brought to life the essence of Lime’s mission to provide convenient and reliable short-term rentals of electric bikes, scooters, and mopeds for customers around the world.
Lime is the business name for Neutron Holding, Inc. The San Francisco-based transportation company founded in 2017 by Brad Bao and Toby Sun. The company offers dockless rentable electric vehicles that users find and unlock using a smartphone app, which tracks the locations of available vehicles via GPS.
Ricky’s b-roll from the shoot
Lime marked a fresh chapter in Ricky’s portfolio as a brand-new client.
I never confirmed exactly how Lime found me, but the client told me their team came across my work which made me assume they found me online. What set me apart was my ability to capture images of products with people on-location in many different environments at a high quality and efficiency.
Ricky worked closely with Lime’s team during the preplanning phase. The project’s goal was to create updated brand narrative imagery for Lime’s marketing campaigns across the North American Midwest.
The team shared a lookbook with me showing the imagery they were looking to create and consulted me on their location choices, wondering what I thought may be best. So I ended up suggesting a few locations to help.
The photoshoot took place in Chicago at multiple locations throughout the city. Ricky had scouted the locations beforehand and taken cell phone stills to help get a sense of the logistics of the day.
We drove around to about 6 different locations within one shoot day, which may be a record for me. I feel like just looking to accomplish everything at the spread-out locations was more of an intense experience here.
For the project, the team had opted to utilize Lime employees as talent to help stay within budget. Ricky shared his tip for helping the subjects feel comfortable in front of the camera, while working within the time parameters of the shoot.
To help direct the subjects, I usually like to make it a one-on-one conversation away from everyone, while keeping a light and positive demeanor.
Fortunately, the energy on set was wonderful! Everyone was positive and wanting to do all they could to help create something awesome. It was very fast paced as well, but it didn’t deter or cause any problems. The project really helped me hone my ability to keep a keen eye, while staying as efficient as possible.
Working within the guidelines of Lime’s brand, Ricky’s series embodies the spirit of urban mobility and sustainability, leaving a lasting impression on viewers.
See more of Ricky’s work on his website.
Credits
Marketing Director: Kristen Rodriguez
Production Coordination: Natalie LaPerre
Talent: Alexander Nelson, Alyssa O’Malley, LeAaron Foley, Natalie LaPerre
Further Reading
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