New work: Steven Lippman for RBC Bank

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This just in from Steven Lippman: an ad campaign he photographed for RBC Bank‘s Wealth Management that centers on several generations of a fictional affluent family. Steven worked with the Buntin Group and its SVP/deputy creative director, Clayton James. Above, a slideshow of the campaign. Below, some insight into the shoot courtesy of Clayton himself, plus a closer look at each of Steven’s images…

CREDITS

Client: Royal Bank of Canada
Agency: The Buntin Group
SVP/deputy creative director: Clayton James
Production: 3 Star Productions
Producer: Jill Roy

“I am writing this from the set of yet another Steven Lippman shoot. I have been working with Steven for about 8 years now. We’ve shot together on myriad projects, from a campaign for Borgata hotel in Atlantic City, where we shot a seven-consecutive-page campaign that ran in The New York Times Magazine, to the current shoot—where I am, as of this writing, on Canyon Ranch outside of Malibu, for an ad campaign for a cigar brand.

“I continually return to working with Steven for one very simple but vital reason: He never lets me down. It’s as close to guaranteed success as one can get in this business. For this shoot for Royal Bank of Canada’s Wealth Management campaign, I enlisted Steven once again. In pre discussions, I explained that the idea called for a wealthy-family scenario, a series of ads that depict a multigenerational family of significant wealth. I also explained that it was vital that it have a feeling of authenticity.

“Instantly, a light bulb went off with Steven. He got very excited (shocker). He said, ‘I know this family— the grandfather is a famous architect, and his son is an actor with a wife and kids.’ It turns out, not unexpectedly, that this family was perfect for the job. Long story short, we booked them, shot them, and we had ourselves another very successful campaign in the books.” —Clayton James, SVP/creative director, Buntin Group, Nashville