John Fulton’s Stripped Down Photo Shoot
When John Fulton’s client Energy Logic first heard the pitch for a new ad campaign, they were understandably taken aback. After all, running ads featuring portly men in speedos isn’t a very traditional marketing tactic. After some coaxing by the ad agency, however, the alternative energy source manufacturer assented to roll the dice. Hiring photographer John Fulton to do the shoot ensured that the campaign would be expertly executed, and extraordinarily well received.
The concept behind the ads was that Energy Logic’s heating equipment was so efficient that working in a garage is “almost like working at the beach,” according to the campaign tagline. As John recalled “I think what convinced the client to go along with the agency’s concept was that no one else in their industry was thinking outside the box or doing anything very creative.”
Understandably, John’s team had to go through several different casting agencies and sources to find models who were willing to pose in “banana hammocks” for a national campaign. “Once we found these guys, we knew we had the right people,” said John. “They were so comfortable around the crew, maybe even a little too comfortable! They didn’t even change out of the speedos during the downtime between shots. It was really important that we found talent that was not only comfortable, but willing to have a good time with it, and we certainly cast some characters.”
The shoot was done on location in Nashville, TN over the course of just one day. The models were all very easy to work with and John’s excellent location scout found the perfect shooting locales for the advertisements. In the end, Energy Logic was very happy with the unorthodox, but eye catching, photos which John produced.
To see more of John’s conceptual advertising, visit his FoundFolios portfolio.