Sam Robinson's Latest Work: Nike, Rockefeller Center, Lufthansa, & More
Sam Robinson's latest projects include Nike's "We Own The Night" series, his inaugural commission for the sportswear giant. Set in his "second home, Barcelona, my passion for the city and brand resulted in a brilliant shoot that was fun for the whole team," he said. Lufthansa, another household name, turned to Robinson to lens its global advertisements. "Considered one of the most prestigious campaigns in Germany, it has been exciting to be part of their new identity from my first Lufthansa shoot back in 2012," he remarked.
Robinson, B&A stylist Don Sumada, and B&A hairstylist and makeup artist Gregg Hubbard partnered on a recent campaign for Rockefeller Center. "Working with them was an incredible experience from start to finish," said Miranda Langan, senior director at Tishman Speyer. "Not only are the three at the top of the game creatively, they are serious professionals who get the job – and get the job done." Robinson described the images as "designed to talk to New Yorkers about locations traditionally aimed at tourists." Sumada and Hubbard added they always love participating in an all-B&A crew.
Robinson was also the photographer behind British retailer New Look's "new look." He recalled: "They approached me to work alongside their in-house creative team and the incredible designers at & Smith to [contribute] to the rebrand of the fashion store." He helmed shoots in Cape Town, London and Scotland, featuring a trio of different collections and creating a new style for the High-Street chain.
Both Little Bird Clothing by Jools Oliver and The Fableists, makers of sustainable garments for children, asked Robinson to apply his expert eye to kidswear. His one-off collaboration with Little Bird has evolved into four shoots a year – "and a superb family effort from all parties." For The Fableists, he noted, "heading ... with a band of rebellious kids to take over a skate park perhaps isn't everyone's idea of fun," but the completed images come with Robinson's own guarantee that "all stylish kids across the globe will soon be wearing these clothes."