Salt Lake City-based advertising photographer Ed McCulloch is a natural kind of guy. He loves the ocean and the mountains, walks whenever possible and likes to go barefoot. So he seemed a logical choice for agency Struck/Axiom and Art Director Brandon Knowlden and Creative Director Steve Driggs to photograph their latest campaign for Xango Juice, a natural, health and wellness product company, also based in Salt Lake City, UT. The agency had already worked with McCulloch on campaigns for the Utah Office of Tourism and Deer Valley Resort.
McCulloch is passionate about his work and has a background in art direction and visual communications. He loves the collaborative process and believes through teamwork the greatest ideas can be cultivated, nourished and brought to life to produce unique imagery.
He has built up a distinguished list of clients such as McDonald's, Symantec's Norton AntiVirus, Evinrude and the Utah Office of Tourism, who all like his vision and the way he creates ideas with photography.
For this latest Xango campaign, McCulloch needed to show the passion and intensity of fans at a Real Salt Lake game. Real Salt Lake is a major league soccer team based in Sandy, UT, and Xango herbal fruit drink happens to be their biggest sponsor. The concept for the campaign was that Xango is the drink that helps power the team, gives them energy and keeps the players healthy.
McCulloch needed to have his final images as night scenes and had a very limited timeframe to capture the moments. He had to produce, shoot, edit and retouch within four days. The stadium and lights were shot at night separately, while the talent was shot in broad daylight. The daylight scenes had to be lit and photographed to match the stadium night scenes and then composited together. With this kind of shooting, it took a great deal of planning and preparation to make sure the talent and backgrounds matched up seamlessly. McCulloch even had the challenge of replacing one of the talent, when he broke his leg the morning of the shoot.
The Xango campaign certainly worked its health and wellness magic onMcCulloch. His final images were used in the Rio Tinto Stadium program guides. "The client was so pleased with the images and the concept, that they extended the campaign into broadcast spots as well," adds Art Director Knowlden.
McCulloch is represented by Tim Mitchell at www.t-mitchell.com and to see more of his work, visit his site at www.edshoots.com and his blog at www.edshoots.blogspot.com.