You can see this in Steven Lippman’s latest ad campaign. He was asked to shoot print and direct a motion piece for JKL, a men’s apparel brand whose core identity is adventure and individuality. JKL was founded by actor Matthew McConaughey, who donates part of every sale to the Just Keep Livin’ Foundation, a nonprofit he established to provide after-school fitness and wellness programs in inner-city high schools.

JKL’s values are right in line with Steven’s. As a lifelong surfer and skater who traveled the world as a model before pursuing photography, he has had a life filled with adventure. And he is someone who gives back: For years, he has volunteered his time to organizations such as Surfers Healing, which works with kids who have autism.

For the JKL campaign, Steven’s mission was to show not just the clothes but a lifestyle. “I shot the best of both worlds—Images where you can see the detail in the clothes and others where it’s more of a feeling,” he explains.

His photos are being used in print, outdoor, in store, and on the JKL website. He also directed a video, on view at the JKL site, that captures the JKL vibe. Here’s a look…
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Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

Photo by Steven Lippman for JKL.

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