Steven Laxton and the NFL's Heroes for Bose
When the NFL partnered with Bose last year, it represented an interesting shift in the way that America’s largest sport listened to music. It was a huge move on a huge stage, and who better than Bernstein & Andriulli newcomer Steven Laxton to help tell the story of this new partnership? For their latest campaign, Steven teamed up with Bose and the NFL to show off Bose’s new line of products with their spokesmen Russell Wilson and JJ Watt. "We wanted these images to look three dimensional with the Bose product coming towards the lens,” Steven explains. “There was actually quite a bit of lighting involved to create this depth of field. We had to shoot it in stages to get the hands and bodies of the athletes, and the product all together.” It presented a fantastic technical challenge that Steven and his team were ready to tackle.
These images are huge technological challenges, but JJ and Russell are busy guys and only had a limited amount of time. So Steven and his team spent a significant amount of time prepping and testing their set ups so that when the players arrived on set there wouldn't be any surprises and they could be super efficient and let the players get comfortable on set. As Steven explains, their challenge was "making sure it was a well oiled machine before they arrived so we could get those images.” Time was limited so they arranged the entire process to maximize every moment with Russell and JJ, and it paid off.
All of Steven's work has an epic, heightened energy to it that translated perfectly to a project that featured the stars of America's biggest sport. "Most pictures I take I try to make really dynamic and larger than life. For this project the shots needed to be heroic, they're almost like statues,” Steven says. “These are big characters that people watch every weekend. There's a hero-like status that football players are given.” Steven served up that status, pairing them with Bose products, giving us the stars we watch every weekend in the way we imagine them to be. A heroic challenge in its own right.