As every painter has a palette, so does a photographer have a camera in hand; and with every commercial photographic production, an agency producer (such as myself), has a carefully cherry picked team.
Although all team members of the production hold an important role, it is safe to say that at the pinnacle of the production pyramid is naturally, the photographer. In this instance at the apex of it all is the remarkable Bil Zelman.
With award winning advertising agency Translation and sporting goods brand Champs, it was a perfect pairing to hire photographer Bil Zelman. Ad campaign productions all have their tactics to achieve, and by hiring Bil Zelman they accomplished a lifestyle look and feel that has elevated Champs into another realm.
So what makes Bil unique?
“Zelmanisms” for one. An example: There are two more scenes left to photograph, we have the sun for under an hour and not to mention a group of millennials to keep energized. What does Bil do? He assembles an epic rap battle with a blasting boom box and kids free styling and wailing their arms. The whole scene is orchestrated, yet is seamless and resembles a spontaneity that one would think could not be cultivated. Bil has this incredible ability to see what is already within a person and bring that aspect of them to life, in both real life and photographically. It is a valuable skill, and it’s a “Zelmanism.” He resembles a bat out of hell on his motorcycle while maintaining the utmost professionalism.
With his magnificent point of view and his zeal, the San Diego shoot culminated into gritty, energetic, beautified images that depict spontaneity and personify cool.
Take a look at the finished advertisements in currently in market: