Zach Gold and Ariat Bring Horseback Riding to Brooklyn Studio
Zach Gold brought the horseback-and bull-riding worlds to his Brooklyn studio for Ariat's "Know Where You Stand" advertisements. "It's a cool campaign because it takes a traditional equestrian apparel brand rooted in tradition and gives it a contemporary feel," the photographer remarked. "It allows Ariat to be seen differently by a new audience."
The images feature professional bull rider James Burton "J.B." Mauney and Hannah Selleck, a show jumper. "Working with pro-athletes always makes movement concepts easy to shoot," Gold explained. "They are tough and they are familiar with the physicality of performance." For J.B.'s turn in front of the camera, Gold wanted it to appear as though he was dismounting a bull: "In the end, we had my set designer, Michael, help out … J.B. would jump straight up and Michael would hip check him as hard as he could once he was airborne."
"J.B. was game," Gold noted. "For someone who gets slammed by 1,500-pound bulls for a living, it wasn't really a stretch."