If you’re in the mood to tag along on a down-to-earth road trip, we suggest ‘Behind the Lens,’ a scenic tour of Iceland.
A marketing photoshoot never looked so good — and to our knowledge, never rendered such salient life lessons. When photographer Chris Burkard took a trip to Iceland on assignment for Black Diamond with an African-American climber and a local adventure guide, the results were oddly captivating.
Make no mistake: This is not a video about water droplets on the surface of technical clothing. Instead, it’s about what makes road trips great. Novelty, exploring and, above all, friendship.
“When I’m looking to create a story through images, I’m looking first and foremost at: Who am I bringing? Who is going to tell that story?” Burkard muses.
Meaning arises where you find it, right? Turns out, the pros are pretty good at this. And though it pains me to write this, branding doesn’t have to be all about money.
Runtime: 9.5 minutes