Sukle Advertising & Design, Denver just finished up a new campaign for GoLite, highlighting the company's Spring/Summer ‘11 trail running, hiking and travel apparel. The images were shot by Jamie Kripke of Boulder. Here's what they had to say about the campaign.
"Since its beginning, GoLite has been all about lightweight gear made for the trail. Whether it’s an after-work out-the-backdoor loop, backpacking the Colorado Trail or connecting the dots on an overseas adventure – the more time we spend on the trail, the better we feel.
The insight for this campaign is about choices. The choices we make determine how much time we have for the trail. Do I choose to watch some reality TV or do I get off my ass and go for a run? Do I pack the blow-dryer, the curling iron, the straightener AND the krimper? [Or GoLite?]"
Really fun smooth project. Jamie has such a great eye for subtlety that taking his images to the next level is effortless. He is the example of a photographer who understands that this look does not entirely happen in Post and has everything to do with the photographer's eye. Many photographers just lean on the post way to heavily to achieve this look and it never gets to this level.
I should be posting the before and afters in the portfolio as soon as I get some free time.