Denver-based agency Factory Design Labs commissioned Art Streiber to shoot a worldwide campaign for Oakley’s golf apparel featuring 2012 Masters champion Bubba Watson, who recently joined the Oakley team.
“He is a Masters champion who fuels excitement with amazing drives and unbelievable shot making, and his personality brings a whole new flavor to the game,” Scott Bowers, senior vice president of global marketing and brand development at Oakley, said in a statement. (Read more here.)
The brief called for eight setups, including Bubba bare-chested and hanging up his polo shirt on a clothesline; driving a pyramid of donut holes on the driving range; at the front of a row of golfers; and against a backdrop. The shoot took place over two days in Los Angeles.
VP/executive creative director: Andrew Price
Creative director: Emily Philpott
Associate creative director: Kris Fry
Senior copywriter: Jeff Erin
Art buyer: Heather Byrd Michaels
“Creating situational portraiture of Bubba Watson for Factory Design Labs and Oakley, was a lot like my editorial portraiture assignments, but with a few more moving parts,” says Art.
“It became very clear after reading the brief and after having had a few creative calls with Factory that the goal of the final imagery was to reflect Bubba’s personality—easygoing, fun, irreverent, and comfortable in his own skin. The photography needed to look effortless…that is…as if Bubba would naturally hang his shirts up to dry on a clothing line on a putting green…or…substitute powdered donut holes for golf balls.
And after spending two days on the links with him, it was clear…that IS Bubba! When we were done with the powdered donuts, he teed off right through the pyramid of powdered sugar, which EXPLODED into a white cloud in front of him.”
“The collaboration with Kris and Emily from Factory was incredibly fluid,” says Art. “They made their creative needs very clear, and I helped them solve the timing, technical, and lighting issues that arose from producing eight very different portraits of Bubba in two days.
We were on the course, on the putting green, on the driving range, and in the clubhouse at our golf club location, working within the constraints of the early-morning and late-afternoon hours that we were allowed to use the club’s facilities.
Bubba was a trooper and performed like a professional when he was in front of the camera, which allowed us to move quickly from one setup to the next.
The most difficult part? Getting five models/extras to have perfect form on the driving range!”