“Spring is just around the corner, and Target is celebrating by launching a body positive swimwear campaign to encourage women to embrace warmer weather with confidence. The company’s #NOFOMO (a.k.a. “no fear of missing out”) campaign is all about “shedding any insecurities and getting out there to have the best swim season ever.” Target is encouraging shoppers to tag photos of summer fun with #NOFOMO and to take the #NOFOMO pledge—a promise to get out and enjoy life instead of letting body image struggles hinder your moment in the sun.” -SELF

Mother New York tapped Picture Farm director KT Auleta to bring to life their campaign for Target, highlighting “a decent amount of body diversity” and tell the story of a positive self image that is, as SELF puts it, “the latest in a long overdue series of ads that focus on health, happiness, and loving your body exactly as it is.

Auleta, who recently joined the directing roster at Picture Farm, brought her particular brand of brightly thoughtul image making to a hybrid shoot for this ambitious campaign. Creating both conceptual social media and call-to-action videos alongside a series of still assets for print and social media, KT provided a unified look and feel that captures the story of empowerment Target and Mother set out to tell.

Picture Farm produced the hybrid photo and video shoot and also crafted the creative post production for the project, with editors Winnie Cheung and Janne Harlem guiding the series through the editorial process alongside KT.

This campaign has been garnering reams of press, from Seventeen, to WWD, InStyle and Nylon among many others.

Picture Farm Director Toddy Stewart travelled to Austin, Texas and Jefferson, Georgia to tell real life inspirational stories for TJ Maxx.

The Grey Worldwide led campaign tells the story of “a number of women speaking on confidence and being the person they want to be. They give advice such as learning the importance of accepting yourself, living happily and always being true to others and yourself. These inspiring women who know what real values are provide inspiration not only to other people, but to TJ Maxx as well.”

Spending the day with Riley and Jack in Texas, and then Lily and Natalie in Georgia, Toddy packed in a full “podcast” interview at home, visits to some of his subject’s favorite places around town and then back to their homes to capture a full picture of their lives.

Jack and Riley are adventurers and seekers with a love for life, be it the far flung or the mundane. Having spent their time in Central America working on service projects, they are just settling down to life together in Austin.

Lily and Natalie are a real life story of fortitude and contentment as they inspire one another to meet the challenges their own lives have presented them.

Toddy’s constant photographic companion Pat Dougherty was on hand to capture the photo side of this hybrid photo/video shoot.

Creative Director : Carmine Licata
Account Executive : Sarah Fink
VP, Producer : Keira Rosenthal
Director : Toddy Stewart
Stills Photographer : Patrick Dougherty
Director of Photography : Adam McDaid
Executive Producer : Johnny Fego
Producer : Kaia Foss

More from Toddy Stewart here…

PF Production supported photographers Carlos Serrao make gorgeous images for Nike Lunar. As Picture Farm producer Wes Auburn puts it: “a year ago we won the lottery to go hike the Wave on the Arizona and Utah border, driving five hours outside Las Vegas and overnight-hiking for an early morning shoot at the world famous Wave. The hike was hot and Carlos and the Nike team fought temperatures over throughout the shoot 100° F, to get the out of these incredible images.”

 

“I’m about to change your weekend plans. The minute you see this, you’re going to be rounding up a few friends, overdosing on sugary drinks and rampaging through woods and fields. All in pursuit of a flying object.” – CNET

Picture Farm director Rupert Wyatt didn’t have to outfit Andy Serkis with a green suit and a jet pack to give his latest character a personality. All he needed was a drone operator and a radical rethinking of English fox hunting. Working with the creative team at BBDO, Rupert lent his particular perspective to Mountain Dew’s latest foray into the unexpected: drone hunting.

Shot over a few days in Chile and supported by Picture Farm’s creative producing duo Ben Freedman and Johnny Fego, director Wyatt, art director Jason Stefanik and copywriter Alex Taylor tailored a different kind of commercial shoot for this spot. Not content to capture the hunt in a standard commercial way, Wyatt wanted to push the cinematic. In his words, “rather than a GoPro shoot where we were always chasing the action, we were actually creating the action, which is a big challenge from a stunt point of view.”

The resulting piece has captured the imagination:

“Mtn Dew, which has a history of backing alternative sports like skateboarding, has struck what might be its most non-traditional deal yet.” – Ad Age

“After years of supporting live sporting contests organized by the NFL, Major League Baseball and the NBA, Madison Avenue is sniffing around the virtual kind.” –Variety

“It’s a savvy attempt to bridge the gap between the extreme sports the brand has been sponsoring since the X Game days and the still-nascent world of turbocharged quadcopters.” – The Verge

Chief Creative Officer World Wide: David Lubars
Chief Creative Officer New York: Greg Hahn
EVP, Executive Creative Director: Lauren Connolly
ACD/ Art Director: Jason Stefanik
ACD/ Copywriter: Alex Taylor
SVP Group Producer: Julian Katz
Producer: Jessica Jacklin
Music Producer: Melissa Chester
Account Person(s):
EVP, Worldwide Senior Director: Ladd Martin
VP, Account Director: Patrice Reiley
Account Manager: Kylie Halperin
Account Executive: Jillian Netzel
Assistant Account Executive: Dominique Brown
Planning Director: Brit Browning
Production Company: Picture Farm Productions
Director: Rupert Wyatt
Partner/EP: Ben Freedman
Executive Producer: Johnny Fego
Line Producer: Arianne Culley
Dir of Photography: Alex Disenhof
Producer: Evan Meeker
Sound Design: Heard City
Sound Designer: Keith Reynaud

More from Picture Farm Production here…

“Transformation happens, as if by magic, in the quiet places that we so easily overlook, where all is still.
But just below the surface, a new and brilliant world unfolds. Cocooned in silence, shapes shift and
transform, slipping from one element into another. Intricate treasures are unveiled. Life unfurls,
stretching, pushing vigorously up until stillness bursts into extraordinary beauty.”

Picture Farm Production supported the talented Photographer/Director Owen Silverwood of East Photographic in capturing these gorgeous commercial pieces for Tiffany’s 2016 Blue Book Collection.

Mr. Silverwood is unique as he merges the photographic, cinemagraphic and CGI FX disciplines to create incredible pieces of moving art. This multi-discplinary approach enables clients to commission a seamlessly combination all three elements, a truly hybrid approach in which the Picture Farm team excels.

The Films

The Photos

Global Creative Director Toni Lakis
Creative Director Digital Marketing Diana Hong
Senior Art Digital Director Jonathan Bailey
Producer Michael Malvasio
Manager, Art Buyer/Producer Simona Aviram
Director / Photographer: Owen Silverwood
Director / Photographer’s Agent: East Photographic/ Sue Ireland
Producer: Candice Hoeflinger
DP: Alexander Dynan
Producer: Candice Hoeflinger
Production Manager: Jake Perl

Nike Move without limits in tights engineered for sport. Designed with comfortable compression that allows your full range of motion,their strategic support keeps muscles feeling engaged while sweat-wicking fabric won’t weigh you down.

Tennis star Genie Bouchard and basketball icon Lebron James joined Photographer/Director Carlos Serrao, PF producers Ben Freedman & Wes Auburn and the Picture Farm Production team on set in Los Angeles where a 50 foot tunnel had been built to highlight the unique performance innovations from Nike’s compression tights line.

The team then flew to Paris to meet up with track prodigy English Gardner and pole vaulter Renaud Lavillenie, where an exact replica of the L.S. tunnel had been built under the supervision of PF Europe’s head producer James Stewart.

Director & Photographer:  : Carlos Serrao
Videographer : Monica Marie May
Sr. Art Producer, Global Brand Media : Jennifer Segerholt
Designer, Nike Brand Design : Esther Chang
Global Brand Marketing Running : Ana Farrington
Development Producer : Sarah Barkley
Art Director : David Brady
Brand Manager, Athletic Training : Jon Searle
Product Coordinator : Daniel Carrasco
Executive Producer : Ben Freedman
Producer : Weston Auburn
European Producer : James Stewart

More from our ongoing collaborations with Nike here…

For Picture Farm, its natural to give the amateur, the newbie their turn to tell a story — and campaigns like Inspire Us  inspires us to believe in what we do.

Picture Farm Europe and photographers Mark Leary and Will Morgan went on a production odyssey, commissioned by BBH London for British Airways.

British Airways launched the 2015 campaign, Inspire Us, in search of unique and promising visual rhetoric from the public; challenging participants to “reinvent the humdrum holiday snap.” On top of being sent to one of ten European destinations, the winners went under the wing of professional photographers, who mentored them on how to take the best possible photos for the upcoming British Airways advertising campaign. Shot in Barcelona, Seville, Malaga, Gran Canaria, Madeira, Naples, Venice and greek island Crete, Inspire US is an actual competition whereby 10 amateur were selected to photograph 10 different cities in Europe and 2 professional photographers acted as mentors.

Mark Leary and Will Morgan, adept behind the lens in sublime landscapes (see here and here) became more than just the hired-professional-photographer/ consumer-turned-influencer tandem.  Their work fills the gap between consumer and corporation; turning the run-of-the-mill pathos behind advertising into an active, achieved vision.

Produced by James Stewart

Mark Leary is represented by SWERVE Represents

More from Picture Farm Production here…

“We all love food. When we go on holiday, sure we go and see the museums the monuments, the wonders of the world, but if we’re really honest, it’s the food we always remember. It’s the food that really makes you feel like you’re a local if you find the right little joints and restaurants. Food really does Widen your World like nothing else.”

“So, this time Turkish Airlines are sending Lionel Messi on a culinary race around the world with none other than the great Didier Drogba. Who will be the first to discover the most epic food on the planet?”

In one of many installments of PF loving fütbol and travel, PF Europe teamed up with photographer Eva Edsjö to produce stills of Turkish Airlines campaign #EpicFood, starring soccer VIPs Didier Drogba and Lionel Messi.

The spirit of competition is ripe as Drogba and Messi face off in a match to see who can find the world’s greatest cuisines first.

#EpicFood inspires adventurous travel; making restaurants, street carts and customary cooking the ultimate destination. Serdar Ekrem Sirin, Advertising Manager for Turkish Airlines, explains, “Food is the best way to understand a culture, which is why we care so much about our catering and why we’ve made food the true hero of our new campaign.”

The print campaign was produced by James Stewart out of our Picture Farm Barcelona offices in conjunction with the broadcast commercial video shoot that offered up this hilarious take shot by Joseph Kahn and HSI.

Creative Agency: Crispin, Porter and Bogusky
Executive Creative Directors: Matt Gooden and Ben Walker
Creative Directors: Ben Carey and Henrik Delehag
Account Manager: Charles Faircloth, Genevieve Sexton, Ilkay Dibekoglu, Avital Fineman
Copywriter: Emma Penz
Art Director: Philip Sinclair
Planner: Nimi Raja
Producer: Rob Steiner
Head of Print Production: Ali Power and James McNichol

More from our European offices here…

“Practice is purposeful, intentional iterations of failure and learning. Eventually your wrongs start to become a little bit more streamlined, a little bit more successful.”

Picture Farm joined Nike and photographer Christopher Anderson to produce a shoot with Ashton Eaton, Olympic Gold Medalist and Decathlete, for what was an inspiring day at the scenic Westmont College in Santa Barbara.

Nike built a page around Anderson’s images of Eaton, training to defend his 2012 gold medal at the upcoming Rio Olympics with his coach, Robert Dos Remedios. Eaton showed his power and discipline through his dynamic, decathlon inspired workouts.

It was an incredible experience to watch one of the world’s greatest athletes train up close. Eaton’s verve is limitless and energizing; he is the world record holder of 9,045 decathlon points. As Eaton told Nike, “Competition is less than 10% of what we do. I did one decathlon last year, but I train six days a week.” 

On an outdoor gym built by prop stylist Jamie Dean, Eaton showed us how he plans to maintain his reign as Olympic decathlon champion.

Sr. Creative Director, Olympics: Ibrahem Hasan
Brand Marketing, Olympics: Haley Ferguson
Digital Brand Manager, Olympics: Mark McCambridge
Brand Comms, Olympics: Tad Greenough
Sports Marketing: Richard Sharma
Sports Marketing: Ben Cesar
Art Producer, Nike Global Brand Photo: Tedi Tsuruda
Photographer: Christopher Anderson
2nd Photographer: Cole Brash
Executive Producer: Ben Freedman
Producer: Weston Auburn
Producer: Kaia Foss
Stylist:  Julia Platt-Hepworth
Prop / Set Stylist: Jamie Dean
Hair: Dennis Gots
Makeup: Lisa Storey

More from Christopher Anderson here…

Picture Farm producer Weston Auburn and photographers Petra and Morena joined Nike and Olympic Gold Medalist Runner Mo Farah in the highlands of Addis Ababa for a literally breathtaking shoot.

Farah, who was training some 10,000 feet above sea level outside Ethiopia’s capital, was preparing for his Olympian title defense in the 5,000 and 10,000 meter races.

Picture Farm and the crew spent 3 days in the highlands shooting Farah as he trained with his team. Farah was the only one unaffected by the altitude, maintaining his reputation of being free and easy; flying down the Ethiopian streets to go pickup his daily cappuccino in between training sessions.

The documentation of Farah’s workout by Petra and Morena shows his dedication to unlimited performance and personal brilliance within the vaporous hue of the highlands.

As Farah said to Nike, “If you work hard up those mountains, then hopefully when you come down, you should be able to do better.”

Farah has proven his theory, having claimed the 10,000 meter gold medal at this years Rio Summer Games, and targeting his fourth Olympic gold medal in the upcoming 5,000 meter race.We could not be more proud to have worked with such an amazing team in a once in a lifetime opportunity to capture Mo Farah, world class athlete.

VP Sports Marketing Global/NA Athletics – John Capriott
Director Global Brand Communications – Tad Greenough
Art Dir., Gbl Brand Design RN – Ibrahem Hasan
Global Digital Brand Manager – Mark McCambridge
Manager, Global Brand Marketing, Running – Abigail Samuelson
Sr Art Producer, Global Brand Photo – Mark Pakulski
Photographers – Petra & Morena
Executive Producer – Ben Freedman
Producer- Weston Auburn
Local Producer – Guy Wilson
Production Manager – Cindy Mbae

More from Picture Farm’s Olympic work here…

Picture Farm provided production support to CANADA Barcelona to produce a piece of Converse’s All The Stories Are True Chuck Taylor All Stars campaign, spearheaded by Wieden + Kennedy Shanghai. The evocative portraits of cellist Nana Ouyang were directed by Roger Guàrdia, with cinematography by Oriol Barcelona.

In September of 2018, Nana enrolled at the Berklee College of Music to continue her music education after taking a break to pursue acting. This is what brought Picture Farm to Boston for this project with Converse, where our team helped with local production aspects – ranging from assembling crew members, to securing location, to overseeing the shoot day-of.

The one-shot version of Nana’s performance can be seen above; a photography asset from the shoot and the main film itself can be seen below.

Additional press about All The Stories Are True can be found below:

Behance – All The Stories Are True – Converse

Think Monsters – Are All the Converse Stories True?

The Lens – Behind the Campaign: ‘All The Stories Are True’ By Converse

Picture Farm has also previously partnered with Converse on the following work:

Forever You

Spark

Crookers

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Picture Farm worked with agencies Ogilvy and Purple Strategies, in collaboration with photographer Christopher Churchill (represented by Supervision) and cinematographer Joseph Anderson, to produce this collection of assets for BP’s Possibilities Everywhere campaign.

Shoot locations ranged from Austin, TX  to Fowler, IN in the US, and from London to the Cotswolds in the UK. The US and UK teams worked to capture both motion and photography elements for the project, which showcase the ways BP is reimagining energy resources of the future.

Motion

Photography

BP Website

Images from this campaign are featured on BP’s website – namely their pages for Possibilities Everywhere.

Seeing Possibilities Everywhere

Assets from this production have also been featured public marquees and billboards around the UK.

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Picture Farm London’s Executive Producer James Stewart partnered with Nike London and the London Youth Games to create a campaign for this year’s Games. Director/DoP James Medcraft and director Toddy Stewart teamed up to lead the motion shoot, and photographer Tom Sloan captured portraiture and group shots.

The campaign arrived in tandem with an announcement of Nike’s commitment to a longterm partnership with the London Youth Games, a program that has long fostered athletic talent in the city. The large-scale shoot features prominent London celebrities and athletic figures like Jadon Sancho, Alex Scott, Jordon Ibe, Perri Shakes-Drayton, Julie Adenuga, Michael Dapaah, Ryan Sessegnon, and Tammy Abraham. 

Group Photography

Portrait Photography

London Youth Games Website

Photography from this campaign was featured on the London Youth Games website.

NikePlus London Website

Photography also appeared on NikePlus London’s webpage.

Additional Press

Nike News – Complex – Soccer Bible – 90 Minutes – London Sport

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Photographer Cait Kelly worked with Picture Farm to create content for Laura Mercier’s Flawless Fusion Ultra Longwear Concealer. Picture Farm’s post team completed the project with VFX Artist/Animator Claudia Perez handling all animation.

“The concealer — which is brand-spanking-new and comes in 12 shades — is blendable, yet opaque, dewy, yet comfortable, and leaves a skin-like finish that doesn’t feel or look like heavy makeup” – Mi-Anne Chan of Refinery29

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Creative Director Juan Carlos Diaz, stylist Alejandra Catalan and photographer Federico Sorrentino worked with Picture Farm on the street of East London to capture the first of Mango’s New Voices initiative, featuring model Brigit Kos.

“Last February, when we launched our spring/summer 2019 campaign, New Voices, we made a call to all the amazing new voices in our community to show their work. The contest, featuring an international jury consisting of Sofía Sánchez de Betak (creative director and Mango’s brand ambassador), photographer Dan Martensen, stylist Aleksandra Woroniecka and Mango’s team, received more than one thousand entries. But there could only be one winner. And it was Federico Sorrentino. In a typical sunny-but-hazy London day, the Italian photographer captured the charm of the Dutch model Birgit Kos in a fashion story that transcends decades. Here she impersonates the 70s incombustible rock and bohemian spirit which was perfectly recalled by the it girls from the 90s and early 2000s. Baggy leather shorts, big faux-fur coats and statement leopard pieces became iconic then, and they still are now. This is fashion with no expiry date.”

Learn more about Mango’s New Voices and photographer Federico Sorrentino, check out Mango’s page dedicated to this project.

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“Inspiration for the collection began with athletes’ passionate responses to the Nike Pro Hijab — and Nike designers’ determination to continue innovating for athletes of all backgrounds, body types, abilities and aspirations.”

Photographer Paola Kudacki teamed up with Picture Farm to produce the launch campaign for Nike Womens innovative new product addressing “a lack of options for female athletes who don’t want to choose between modesty and movement with comfort and confidence.”

Operating out of PF’s Barcelona office, the production garnered both above and below water photography and cinematography and allowed for an opportunistic, BTS style video to be captured with director Beatriz Vilariño at the helm.

The product has been getting a massive response, including spotlights from Wired, MSN, Glamour, Elle, Nylon and the Detroit Free Press.

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Picture Farm teamed up with the director/photographer Agnes Lloyd-Platt, cinematographer Megan Stacey and Nike to capture the essence of a collection that “a series of vibrant and chic work-out outfits made for modern-day workouts.”

As L’Officiel’s Calvin Chong puts it:

“Rooted in basketball aesthetics and made for the ladies, Nike presents the Icon Clash collection, a series of vibrant and chic work-out outfits made for modern-day workouts. “Feminine Glam” is the keyword for this collection, where black is the core colour which is accented with touches of red, white and gold (almost as if it is made for the festive season). The silhouettes are fluid and free to give its wearer the freedom of movement – be it twirling and skipping on the dance floor or strutting down the streets like it’s the runway… That turns us to the campaign film and imagery for the collection, where Nike engaged various dancers/athletes from Seoul, Tokyo, New York, Berlin, LA and Campania to do a special shoot in New York to illustrate the idea of Icon Clash. The cast included 1Million Dance Studio’s Lia Kim, choreographer Luam Keflezgy, Harlem Globetrotter’s Fatima Lister, dancer/choreographer Rie Hata and yoga master trainer Kara Liotta … Each of them contributed a touch of their personal movements and style into the choreography of the campaign film, where it is a fusion of movements and dance performed by women of multiple disciplines from all over the world. The word “swag” might even be too mild to describe the beauty and energy of the collection.”

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