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Josh Franer for LP Building Products

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How do you make building materials fun? You put them into real-life context, shot through the honest lens of photographer / director Josh Franer, of course.

LP Building Products and advertising agency GS&F collaborated with Josh to illustrate the brand’s story in beautiful golden light, genuine familial moments and active product scenes, which, side note, has got me rethinking my home’s current siding choice… I mean, look how much fun these people are having in their LP world… I’m calling my contractor...


Traditionally using straight product photography for their campaigns, “Our client was stepping out of their comfort zone,” says Brian Hodges, the GS&F art director for the shoot; as Josh is the co-creator of the stunning “This Built America” project for AOL & Ford, featuring brands like Lodge Cast Iron and Airstream, he’s a pro at pairing products and people to tell a great story. “I have to resonate with some aspect of the quality of the product, the storyline, or talent so that authenticity on my end—the finished product—shines through,” says Josh, and we totally agree.

Josh Franer for Autocamp

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Photographer / director Josh Franer teamed up with Autocamp on their most recent campaign. Josh gave me a great breakdown after the shoot, so I'll let him do the talking...

"Had a great time recently shooting and creative consulting for AutoCamp! It’s a modern take on glamping: luxurious airstreams and tents, inspired by the wanderlust of camping and the great American road trip. 

We shot both stills and video in two national parks and at their flagship location at Russian River; complete with misty coastlines, campfires, John Muir- inspired poetry, lots of coffee and whiskey. Adventure awaits, but it’s always nice to come back to your own shower in a modern airstream after long days of shooting.

My favorite style of filming is where photography becomes an experience, finding those real life moments, forming friendships and business relationships along the way."

Monica Stevenson for Tulo

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A lovely, pillowy, white rectangle, the stuff dreams are made of, was the subject of photographer / director Monica Stevenson’s latest advertising campaign for Tulo. The brilliant Julie Rosenoff, art buyer at Havas, called on Monica to bring her fun POV to the project; “Monica’s so versatile. She can do anything,” says Julie. “We needed a photographer who knows what they’re doing. We were looking for a style that captures the Tulo personality—lighthearted, contemporary, unpretentious.”

And Monica delivered. “A mattress is essentially a white box. So if I lit the white box badly it could be the most boring thing on the planet, but luckily this white box, had texture. So with very angled lighting, I brought out the texture, and then we just used shadowing to put gentle shadows in different places. The client actually said when we were shooting, ‘Oh my goodness, these mattresses look really sexy!’ If I can make a white mattress look sexy, I’m doing my job.”

Mark Hill for NBC10

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Photographer Mark Hill knows his way around a newsroom, having spent the first half of his career as the director of photography for Turner Broadcasting, so when Boston’s NBC10 needed portraits of their team, Mark was their man.

It’s a pretty widely agreed upon universal that having your portrait taken is often an uncomfortable experience; “I don’t tell them what to do. I don’t pose them. I don’t put them in a rigid place where they can’t move around. I build the lighting and build the set so that they have a lot of freedom,” says Mark. During the shoot, there’s music and laughter and a lot of talking. We’ll have a conversation about the things that make them happy, the things that are important to them, whether it’s a story, their family, the 10K they just ran,” explains Mark. “We do everything we can to make them forget what we’re doing. Then you get those in-between moments where they step outside of their persona."

Josh Franer | TBWA World Health + Mentor

Director + photographer, Josh Franer, collaborates with TBWA World Health to create informative and educational content for healthcare client, Mentor.

Mentor is a leading supplier of medical products for the global aesthetic market. Together, they build a story around the innovation, quality, safety, and performance of Mentor's products for surgeons. 

For more of Josh's portfolio click here.

Credits: Director Josh Franer, DP Matt Ryan, Producer Chris Cummings, Colorist Aidan Sanford, Composer Joe Corcoran, Agency TBWA, Production Through The Woods.