Erik Almas

Low tide and High Style

I am a photographer.

That said; Close to all the assignments I now get hired to execute involves creating additional short films and animations.

As marketing continues its drift onto the digital platforms, creating “assets†and “content†are the buzzwords I hear on every creative call with Advertising Agencies.


In short it’s not just about creating a singular image or a campaign. It’s about different visuals that can live on many different platforms, telling the same brand story.

This is an exciting time for a photographer!

I came into photography and advertising assignments when crafting the one perfect, signature image was key. Now we create several signature images and a film and secondary shots and portraits and Behind the Scenes, all in the same time.

I love this!

Low tide and High Style

If one keep on doing the same over and over one can easily become stagnant, which inevitably leads to becoming irrelevant.

And that’s the last thing I want!

I still feel I have a lot to say as a visual artist, and these added aspects of my assignments allow for creating new depth to my work.

The film aspect drives and deepens the narrative and push the emotional expression. The still frame drives the attention to detail and light in every single set up.

When I now shoot it is a hybrid production where I direct to establish the complete narrative within the frame and as the action unfolds we run both still and motion cameras side by side.

A few months back we got hired by Visit Newport Beach and AD Agency GreenHaus. The brief was a tongue and cheek campaign showing the contradictions of “Low tide and High Style†one find in Newport.

So with a great crew and a sense of humor we packed our bags for Newport Beach and had some of their signature Balboa Island Ice Cream while visiting their Beaches, Shops and Restaurants.


Low tide and High Style

Low tide and High Style

For me these additional platforms is an amazing expansion creatively and I could not be more excited about continuing to craft these expanded stories in different mediums.

So maybe I’m not a photographer anymore but a hybrid photographer/director who dabbles in winemaking and architecture and spacial design…

 

In any case I’m thrilled to share more of this work as these ongoing hybrid assignments are released.

 

A big thank you to Rob, Dave, Patrick and Jamie at Greenhaus!

 

And if you are curious:

The Wine: http://www.storiesbytheglass.com

The Houses:

https://www.airbnb.com/rooms/13625550?preview_for_ml

https://www.airbnb.com/rooms/18601988?preview_for_ml=true

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Visiting Vienna

 

As we flew into Vienna we knew it would be a dreary affair. The forecast had low cloud cover, fog and rain during the time we were there.

I tend to stress my producer out. He keep referring to me once saying “you are sending me right into a storm. There must be some place one can shoot where the weather is good…â€

 

This time however there was no way around it. The Fog off the Danube River and the cold late winter weather was not going anywhere.

As a location photographer weather is always on my mind. We spend a lot of time planning our productions around weather patterns to make sure we can create the images we want without getting us and the client stuck on location.

A mixture of seasons and vegetation and where in the world one can find all the ingredients the shoot needs, like talent and location specifics, leads us to recommend a location to execute our assignments.

 

We have gotten quite good at it but at times it’s not avoidable to run into some bad weather…

The pressure to create great pictures however does not go away. And it is not just resting on my crew and me, but on the art director, the advertising agency and the marketing department of the client. In situations like this it is great to have clients you have worked with prior, who both understand and trusts the process and can roll with the punches a bit. The client was Crystal Cruises and the reason for Vienna was their new river cruise along the Danube River.

We were here to capture 2 landscapes of the Belvedere Palace.

As a great client the creative team at Crystal were on board for changing the focus and atmosphere of the shots to the very early morning and late evening where the interior and artificial lights would light up the Palace. This would give the landscape shape and make the best of the weather, which was enveloping Vienna in a wet blanket…

 

Visiting Vienna

 

This assignment would be captured in 3 parts. The landscapes in Europe, the people in Los Angeles and the third layer would be created using CGI.

 

So we travelled home with our backgrounds captured, being quite optimistic about the rest of the shoot and how it would all turn out.

 

As with the prior images I have made for Crystal Cruises, these were to describe feeling or establishing an association with a feeling rather than a literal narrative.( http://blog.erikalmas.com/2016/04/12/a-dream-assignment/’>http://blog.erikalmas.com/2016/04/12/a-dream-assignment/’>http://blog.erikalmas.com/2016/04/12/a-dream-assignment/’>http://blog.erikalmas.com/2016/04/12/a-dream-assignment/)

They were to depict how you would FEEL arriving at the Belvedere Palace with one of the riverboats.

Crystal is expanding into air cruises as well and a third image we were to capture was for their airline. It is exciting and refreshing when you start with a feeling to create a narrative within a frame. In this emotional state one start painting pictures and the mind goes: Having a cruise line in the air must feel like…..

Walking in the sky, or maybe Walking on air or lounge among clouds.

 

In a studio in Los Angeles with spaces to shoot both inside and outside we set out to capture the narrative of the extraordinary feelings of traveling with Crystal cruises.

The studio part was in this case a bit of a dance. Big dresses and a lot of movement where I’m observing, letting the talent be a part of the story and narrative rather than over-directing.

They move, I observe and capture.
Visiting Vienna

Visiting Vienna

And few weeks of computer work later, 3 set ups from 2 continents and one studio get blended together to create our final images.

Visiting Vienna

 

Visiting Vienna

 

The dreary weather barely shows.

It’s evening and in hindsight I keep thinking the images might be better this way. They are not what we might have expected when we started the project, but the unexpected makes us reset and work within the present moment. To let go of expectations and be in it without a preconceived notion of what it “should” be.

And to truly create this is where we want to be in the first place…

 

Visiting Vienna

 

A big thanks to the creative team at Crystal Cruises: You are the best!!

 





Visiting Vienna

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Shearton and mythology

 

Both as a person and photographer I’m fascinated by mythology and how it describes elemental psychological truths about the arc of life we all seem to experience. Myths speaks about a transformation; how we step into the unknown, face our fears and metaphorically “slay our inner dragonâ€

 

Joseph Campbell described this as the “Hero’s Journey†in the 1949 classic “The Hero with a Thousand facesâ€. This Hero’s journey permeates all storytelling. Star Wars, where Joseph Campbell was advising George Lucas, is the prime example and John Lasseter of Pixar stated they always reference the hero’s Journey in their animation process.

As a photographer I’m curious about how we can describe this journey, or at least create the feeling of one, in a singular photograph.

I have consciously worked on adding this to my personal work for a long time. (http://blog.erikalmas.com/2015/06/09/crafting-visual-stories-set-to-my-own-journey/’>http://blog.erikalmas.com/2015/06/09/crafting-visual-stories-set-to-my-own-journey/’>http://blog.erikalmas.com/2015/06/09/crafting-visual-stories-set-to-my-own-journey/’>http://blog.erikalmas.com/2015/06/09/crafting-visual-stories-set-to-my-own-journey/)

It is not often I get to apply this to the fullest in my commercial assignment work, but got a great opportunity when approached by Venables Bell to be a part of their latest campaign for Sheraton Hotels.

Shearton and mythology

In these concepts were Sheraton employees “Going Beyond†in helping their guests.

This effort can be described in many ways, but the creatives at VB had pushed this to a place of metaphors where the employees were crossing oceans, skydiving into deserts, climbing a mountain and riding across big planes in their efforts to help. In describing a part of the Hero’s Journey these concepts were spot on, and I could not have been more excited about creating these pictures!

 

Shearton and mythology Shearton and mythology

In any picture and idea I execute I always try to capture as much as possible in camera. For this assignment it became a question of what was safe and what would give us the best chance of capturing the moments we wanted to create.

How do we sphotograph a boat in the middle of the ocean with a Sheraton employee elegantly posing with a tray of coffee service?

Or getting a 70 year old bellman with several suitcases riding a horse 25 miles an hour?

And how would we travel from sea to desert to mountain to planes in a relatively short span of time?

To best solve these questions we ended up with an approach capturing some images in two parts with a background plate and talent and some in camera.
The below behind the scenes captures some of the effort made in creating this campaign. In this process, all involved with the shoot did like the Sheraton Employees; Going Beyond to make it happen.

 

Shearton and mythology

 

and the ads you will see placed out there:

Shearton and mythology

The post Shearton and mythology appeared first on Erik Almas Photography.

Vermeer and a retouching challange

A couple of months ago I was approached by Adobe and their agencies to see if I would be interested in being a part of a campaign recreating stolen or missing artwork.

 

This recreation would be done only using images from Adobe Stock.

 

At first I dismissed the thought.

I’m a photographer and I live and breathe the creating images.

 

 

Yes, I use Photoshop as an extension of my photography to create visuals that is idea driven and at times improbable but the thought of using stock photography to recreate someone else’s art was not something I would be up for.

 

 

 

That afternoon I went running.

A run always starts out heavy. Most of the time there even is a great resistance to put on the running shoes, and the first 10 minutes are always a mind over matter endeavor. After those 10 minutes however the body and breathing finds its rhythm and I go.

This is when I do my best thinking…

 

During this run it occurred to me this would be an amazing exercise. A lot of my work is inspired by paintings so why not take this on and use it as a way to learn what goes into making one photographically?

I had also been resisting retouching, spending more time outside shooting or working on other projects than giving time to the computer to complete some of my recent work.

 

So after a good run among the oaks along Thornsberry Road I decided to put my hat in the ring and take on the recreation of Vermeer’s The concert.

It was stolen from the Isabella Stewart Gardner Museum in Boston, in 1990 and and have yet to resurface. It is thought to be the most valuable unrecovered stolen painting ever, with a value estimated at over $200,000,000.

Now it was my task to recreate it, only using imagery from the Adobe Stock Website.

 

 

I’m not good about time. My optimistic self always feel I can get more done in less time than actually required.

On my initial call with agency and client I estimated this to take about a week.

3-4 days to find the pieces and 3-4 days to retouch it all together.

 

Vermeer and a retouching challange

 

I have done a few major mistakes in my estimation of time but this was probably the worst…

Three weeks later with deadlines being pushed I had to call the image done.

It still however is a work in progress. I have revisited it a few times taking notes on revisions needed but for now it stands as is.

At 852 layers and countless pieces of imagery masked, tweaked and reshaped into a recreation of Vermeer’s masterpiece.

 

One of the questions I was asked after we were done was how I would take something like this on?

The only answer I have is; by not knowing what you are getting yourself into…

 

In my cluless estimate of time I’m glad I committed to the effort to create this homage to Vermeer and his work.

You can see a BTS and interview over at Complex here:

 

http://www.complex.com/style/2016/10/promo-erik-almas-use-adobe-stock-to-recreate-a-lost-masterpiece

 

 

 

 

 

The post Vermeer and a retouching challange appeared first on Erik Almas Photography.

Vermeer and a retouching challange

A couple of months ago I was approached by Adobe and their agencies to see if I would be interested in being a part of a campaign recreating stolen or missing artwork.

 

This recreation would be done only using images from Adobe Stock.

 

At first I dismissed the thought.

I’m a photographer and I live and breathe the creating images.

 

 

Yes, I use Photoshop as an extension of my photography to create visuals that is idea driven and at times improbable but the thought of using stock photography to recreate someone else’s art was not something I would be up for.

 

 

 

That afternoon I went running.

A run always starts out heavy. Most of the time there even is a great resistance to put on the running shoes, and the first 10 minutes are always a mind over matter endeavor. After those 10 minutes however the body and breathing finds its rhythm and I go.

This is when I do my best thinking…

 

During this run it occurred to me this would be an amazing exercise. A lot of my work is inspired by paintings so why not take this on and use it as a way to learn what goes into making one photographically?

I had also been resisting retouching, spending more time outside shooting or working on other projects than giving time to the computer to complete some of my recent work.

 

So after a good run among the oaks along Thornsberry Road I decided to put my hat in the ring and take on the recreation of Vermeer’s The concert.

It was stolen from the Isabella Stewart Gardner Museum in Boston, in 1990 and and have yet to resurface. It is thought to be the most valuable unrecovered stolen painting ever, with a value estimated at over $200,000,000.

Now it was my task to recreate it, only using imagery from the Adobe Stock Website.

 

 

I’m not good about time. My optimistic self always feel I can get more done in less time than actually required.

On my initial call with agency and client I estimated this to take about a week.

3-4 days to find the pieces and 3-4 days to retouch it all together.

 

Vermeer and a retouching challange

 

I have done a few major mistakes in my estimation of time but this was probably the worst…

Three weeks later with deadlines being pushed I had to call the image done.

It still however is a work in progress. I have revisited it a few times taking notes on revisions needed but for now it stands as is.

At 852 layers and countless pieces of imagery masked, tweaked and reshaped into a recreation of Vermeer’s masterpiece.

 

One of the questions I was asked after we were done was how I would take something like this on?

The only answer I have is; by not knowing what you are getting yourself into…

 

In my cluless estimate of time I’m glad I committed to the effort to create this homage to Vermeer and his work.

You can see a BTS and interview over at Complex here:

 

http://www.complex.com/style/2016/10/promo-erik-almas-use-adobe-stock-to-recreate-a-lost-masterpiece

 

 

 

 

 

The post Vermeer and a retouching challange appeared first on Erik Almas Photography.

Traveling the US

Traveling the US

After the redesign of my website 2 months ago I have been working on updating it with new work and new categories. With this edit and all the new work that is retouched I now feel I have a website that represent where I am today as a photographer.

In this process however I realized one thing was missing til very recently: in the travel section there was not a library of images from the US.

 

Traveling the US

Traveling the US

I find it interesting that my initial idea of travel would be of places outside the US. I have lived here for 20 some years now and it do feel more and more like home.
Us Europeans often speak of the US as one entity, defining the country as one place. This does not do this amazing continent justice at all. If one compare it to other continents the US does not have the regional language or culture, but geographically it is just as diverse as any other.

So I started to work on a category with images from my travels within the US…

 

Traveling the US

Traveling the US

As a photographer I often get asked what my favorite subject is. If I prefer landscapes or people or the composite imagery?

The truth is that I like it all. It is juts different sides of myself…

Sometimes I prefer a quiet, contemplative landscape. It’s me and a camera and the space I’m in.

Other times I love to interact with people, get to know them and create an atmosphere that speaks to having fun and being in the moment or doing what you love.

 

Yet other times I’m a dreamer, creating the surreal or impossible or solving visual problems.

 

I like it all.

 

This series and edit of landscapes from the US became about a quiet bigness.

The vastness one often finds between the larger cities in this massive country is fascinating to me.

A classic idea in photography is to capture the moment between the moments.

This series of images is the spaces between places…

Traveling the US

Traveling the US

Swing by the website and explore the full travel section.

The post Traveling the US appeared first on Erik Almas Photography.

Traveling the U.S.

Traveling the U.S.

After the redesign of my website 2 months ago I have been working on updating it with new work and new categories. With this edit and all the new work that is retouched I now feel I have a website that represent where I am today as a photographer.

In this process however I realized one thing was missing til very recently: in the travel section there was not a library of images from the US.

 

Traveling the U.S.

Traveling the U.S.

I find it interesting that my initial idea of travel would be of places outside the US. I have lived here for 20 some years now and it do feel more and more like home.
Us Europeans often speak of the US as one entity, defining the country as one place. This does not do this amazing continent justice at all. If one compare it to other continents the US does not have the regional language or culture, but geographically it is just as diverse as any other.

So I started to work on a category with images from my travels within the US…

 

Traveling the U.S.

Traveling the U.S.

As a photographer I often get asked what my favorite subject is. If I prefer landscapes or people or the composite imagery?

The truth is that I like it all. It is juts different sides of myself…

Sometimes I prefer a quiet, contemplative landscape. It’s me and a camera and the space I’m in.

Other times I love to interact with people, get to know them and create an atmosphere that speaks to having fun and being in the moment or doing what you love.

 

Yet other times I’m a dreamer, creating the surreal or impossible or solving visual problems through my composite photography.

 

I like it all.

 

This series and edit of landscapes from the US became about a quiet bigness.

The vastness one often finds between the larger cities in this massive country is fascinating to me.

A classic idea in photography is to capture the moment between the moments.

This series of images is the spaces between places…

Traveling the U.S.

Traveling the U.S.

Traveling the U.S.

Traveling the U.S.

Swing by the website and explore the full travel section; http://www.erikalmas.com

The post Traveling the U.S. appeared first on Erik Almas Photography.

The mythology of flying

 

As I keep working at my craft of photography I find myself increasingly curious of finding WHY I’m drawn to the elements and stories I want to photograph.

Where does this pull to certain subjects, places and moods come from?

My upbringing? My life at the moment or some innate longing that is part of my, or maybe even the collective, subconscious?

Why this gravity towards some of the consistantly recurring themes in my images?

And why can’t I just break away from them and start a fresh new look to my work?

There’s the obvious answers of how one is shaped through experiences and how, through our art, we relive these and our longings over and over…

So instead of trying to completely renew I seek to understand my visual foundation and shift on steady ground rather than reinventing.

 

The mythology of flying

 

I just finished another series of images with hang gliders poetically floating through landscapes.

I have photographed this floating/flying theme several times through my career. It’s fun for me to see as they are all similar yet different. To me they all stand on the pillars of my visual identity but very much reflect where I was as a photographer at the time of capture.

The mythology of flying

 

The new set of images I find to more organic and less heavy-handed both in the concept and execution. I like to think it is a reflection of me personally as well. That I now have come to an age where I don’t need things to be so much more than they are…

The mythology of flying

 

So why this fascination with flying?

Turns out the idea of flight is ingrained in our human psyche and, throughout our history, one of the more common mythological themes.
Free as the bird is a saying we all know and a sensation we visit in our dreams.

My older images had a dream quality to them for sure. In 2016 I’m still fascinated by the sensation of flight but the approach more grounded. (Pun intended)

 

 

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

 

 

 

Till next time I feel the itch to go flying again and capture the sensation of flying…

The post The mythology of flying appeared first on Erik Almas Photography.

The mythology of flying

 

As I keep working at my craft of photography I find myself increasingly curious of finding WHY I’m drawn to the elements and stories I want to photograph.

Where does this pull to certain subjects, places and moods come from?

My upbringing? My life at the moment or some innate longing that is part of my, or maybe even the collective, subconscious?

Why this gravity towards some of the consistantly recurring themes in my images?

And why can’t I just break away from them and start a fresh new look to my work?

There’s the obvious answers of how one is shaped through experiences and how, through our art, we relive these and our longings over and over…

So instead of trying to completely renew I seek to understand my visual foundation and shift on steady ground rather than reinventing.

 

The mythology of flying

 

I just finished another series of images with hang gliders poetically floating through landscapes.

I have photographed this floating/flying theme several times through my career. It’s fun for me to see as they are all similar yet different. To me they all stand on the pillars of my visual identity but very much reflect where I was as a photographer at the time of capture.

The mythology of flying

 

The new set of images I find to be more organic and less heavy-handed both in the concept and execution. I like to think it is a reflection of me personally as well. That I now have come to an age where I don’t need things to be so much more than they are…

The mythology of flying

 

So why this fascination with flying?

Turns out the idea of flight is ingrained in our human psyche and, throughout our history, one of the more common mythological themes.
Free as the bird is a saying we all know and a sensation we visit in our dreams.

My older images had a dream quality to them for sure. In 2016 I’m still fascinated by the sensation of flight but the approach more grounded. (Pun intended)

 

 

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

The mythology of flying

 

 

 

Till next time I feel the itch to go flying again and capture the sensation of flying…

The post The mythology of flying appeared first on Erik Almas Photography.

Is the trail steep enough?

 

 

A few months back I was hired to travel to Spain to capture a set of 12 photographs.

I was truly excited as Spain, and its people, are very special to me. Work has taken me to this great country more than any other and I have been fortunate to travel the country to photograph several ad campaigns representing their tourism industry.

 

This time I would not only go back to a place I love but also learn a good lesson.

 

Is the trail steep enough?

 

One of my primary efforts in my photography is to tell a story.

A story that is compelling enough for its audience to pause for brief moment and take it in.

I start with my own experiences and find a way to relate emotionally to the campaign I’m about to shoot. This so I can stand in our location and capture an image that feels honest and authentic.

I think big brushstrokes;

It’s a grand landscape set in the tones of the blue hour. Up the hill comes 3 generations; father, son and grandfather.

That’s the picture.

I then ground myself in memories of me hiking with my own grandparents as a kid and what that felt like. I build an emotional frame of reference that greatly informs the image we are to create…

 

Is the trail steep enough?

 

We have arrived on the Spanish side of the Pyrenees. It’s 4.30 am and we are setting up in the dark.
With the cool color palette we want to achieve we have to shoot during dawn, prior to the sun comes up. It’s a small window that requires all prep to happen in the very early hours before the sun illuminates the landscape. After hours in the dark, wading in the way to plentiful cow dung, we are pretty much set to go.

I got my memory bank filled with hiking memories when the client shows up and says; “The trail is not steep enough.â€

I quickly went from a quiet focus, being in flow, to an adrenaline driven focus of getting things done. It’s a massive scramble; When the sun hits the landscape our shoot window is over…

We have less than 30 minutes to find a new spot and set up again.

 

Is the trail steep enough?

 

It was much later, when sitting down with the experience, I realized I had to ask better questions. I have heard it many times over: The key is not to be the smartest, but to ask better questions. In that moment I learned what the better question is:

What is the client’s story? How do they see it? What is their memory of hiking and what does their market research tell them about the grade of our hill?

I believe all photography in some way has to be personal to be successful but other peoples’ memories can visually be just as intriguing as my own.

I learned from my mentor early on to always listen to my clients, understand their idea and what they try to accomplish.

Now I also ask; what does this look like to you?

Is the trail steep enough?

 

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