From Parking lots to Billboards..... The Street Casting of Liz Lugo

So it was an average day of my life standing outside of 7 11 , showing off my killer dance moves, when Heather and Tammy hopped out of a van and asked me if I was interested in doing an adidas photoshoot!! Little did i know i was being watched from a distance by complete strangers who cruised around the neighborhood in a van, but I cant say i minded this. My friends all peed and pooed and i was flabergasted. "could it be my killer dance moves?" i wondered. Later on that day I informed my mother about the strange occurence and her initial reaction was another modeling school wanting a lot of money. Stupid her. Turns out it was an oppurtunity of a life time because not only was i able to be a part of an adidas commercial but i met some hilare people, got a personal teacher, and I was inspired to do backflips off of walls......Liz

Liz was chosen for the 2011 adidas "Ready to Run" campaign. Her energy and personality was exactly what adidas was looking for and found in the parking lot of a 7eleven in Imperal beach. Professional models, real parkour athletes, and 5 casting calls in LA and San Diego could not provide what Liz brought to the table for this Parkour driven campaign.
To see other images from this campaign please visit my site HeatherSmithProductions ::: Ready to Run


Stay tuned for future casting calls in the next few weeks.  

Cutwater Explains the "Why" Behind the new LensCrafters Campaign

To keep a natural lifestyle feel to the ads, group creative director Joe Kayser, art director on the campaign, said real people were cast for the print, shot by Bill Zelman, and the spots, directed by Joaquin Baca-Asay of Park Pictures. “We wanted to film real people doing real things,” said Kayser, who used the hands of cast and crew, even his own, to create the heart framing. “[The idea] was show us what people love to see, let’s pretend we’re the eyes of 90 different people.”

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Lencrafters: A Hands Off Approach to Real People

Photo District News...PDN WriteUp on the LensCrafters Shoot

Photographer: Bil Zelman

The goal for the new LensCrafters ads, explains Joe Kayser, Group Creative Director at Cutwater, was to position the company as a provider of eye care, rather than just a retailer of eyeglasses. As Kayser explains it, his pitch to LensCrafters was, "You're going to talk to everybody, not just someone who's 48 and needs bifocals." The creatives at Cutwater envisioned photos of all of LensCrafters' potential customers, shot in a photojournalistic style. But to get the look, the images needed to be shot in a photojournalistic way – like a Life magazine photographer roaming the country on a long assignment. Once the team chose photographer Bil Zelman for his relaxed, slice of life people photography, Kayser convinced the clients that if they wanted the kind of authenticity they were looking for, then they could not go to the shoot, and he couldn’t be there, either.

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