Back in 2012, you may recall me shooting a little series (Becoming an Athlete) that earned a few European awards. [If you missed it, here is a Behind the Scenes video of that too, which I am proud to say for a Behind the Scenes, made the Staff pick selection on Vimeo.]
The other good news came through the mail ‘couple of weeks later: a proposal for a collab with Red Bull on a special project that would set the tone for the company’s brand new photography and media efforts to set the bar one step higher again, worldwide.
> Enter the Morphing project:
When Red Bull approached me last November about this new exciting project of representing their leading athletes in the spirit of my personal series Becoming an Athlete, we had to decide how we would start this adventure: there are so many exciting sports in the Red Bull stable, and we could have gone way out of control shooting base jumping, surfing, wingsuits, you name it!
Here is an exclusive preview of the content published this week on the new outlet of the Red Bull Content Pool.
It was quite an amazing shoot, with strong challenges and hurdles that we had to improvise around as we were shooting — as is very often the case in outdoors shoots on location. Adding to the complexity was playing with strobes and continuous light for the same image, and this made this large-scale production a very exciting challenge.
Always challenging and changing expectations of the world of photography, Red Bull are now pointing their camera lenses down unconventional avenues. This new chapter in photography had its birth at dusk on a Frankfurt rooftop when Max Riché, cutting-edge art photographer based in Paris, and trial-biker Petr Kraus took the idea of movement deconstruction to a whole new level in The Morphing Project.
In summer 2013, Riché and Kraus morphed a founding principle of photography – illustrated first in Eadwaerd Muybridge’s “Le Galop de Daisy” – from inspiring to outstanding. Harmonizing their disciplines, Riché and Kraus choreographed a sequence of tricks and jumps, so Riché could capture Kraus evolving from layman, in street clothes, to an athlete at the top of his game, in full kit, in one simple, beautiful image,
The astounding project set the bar for the many pioneering projects that will follow it into the Red Bull Content Portfolio.
Stay tuned for a follow-up post where I will break down the steps involved in producing this campaign, and some fun behind-the-scenes photos!
Here’s a little primer with the sweet project video produced by Red Bull illume below, hope you enjoy it!