Who's Who: David Westphal
Dave is a Los Angeles based photographer, who – despite working in a lot of fields – was and always is focused on landscape: "This is the foundation of every image I create whether it's people, objects or places."
How you got into photography?
When I was 10, my mom and dad gave me a Kodak Instamatic 126 camera. At the time, we were living in Germany. With my camera, I sought to create my own “postcards” of the places we visited throughout Europe.
A run-down of the most recent campaign you worked on?
I had the pleasure to work with a long term client this fall in Colorado. The two-week project was the re-launch of their large SUV, which had just undergone a re-design. The agency creative team was given the nod to take it as far as we could to push it resulting in some of the most remote locations. This concept made this the ultimate project for me. As a result, this campaign highlighted how the SUV could reach destinations off the beaten path and do so in style. The locations went beyond the paved roads to remote destinations with lifestyle, talent, styling and props, to convey a refined ruggedness. The end result was a new, crisp and authentic expression of the possibilities for the SUV. It was a great collaborative effort with my team and the agency as we negotiated changing weather and logistics of talent and styling off the grid.
The best piece of creative work around at the moment is...
I think the best piece of creative work around at the moment isn’t so much one specific piece but the narrative that is created through branded content motion pieces. I think that the narrative, whether it’s a single image or a motion piece, is the strongest marketing tool that we have as creative people. The structure of my imagery is meant to convey a story, through both the architectural elements within the image, whether it’s a human made structure or part of nature, and where there are humans, how they interact with each other and the image elements. Branded content does this so effectively creating an authentic connection between the viewer (and potential customer) and the subject of the video (the thing that is being sold)
The next big advertising trend is going to be...
I’m working on the next big advertising trend at this moment. I’ll let you know when it’s out and I can share details. It reflects the changing environment in advertising and the new opportunities that come with these changes. It’s something I’m very excited about and can’t wait to see it come to life. The goal of this new endeavor is to protect the creative ideas that drive successful advertising in this age of highly diversified marketing outlets and specialization within the myriad of roles of advertising.
The piece of advertising work I wish I had thought of is ...
One of my all-time favorite campaigns is the BMW short film series from the early 2000s. High concept and quality work from Fallon.
My favorite digital tool / app at the moment …
The IQ3 and the new Phase One camera with the Schneider Blue Line lenses made specifically for the Phase One camera. It is a remarkable and integrated camera system that has improved my workflow. The lenses are beautiful. The back’s ISO flexibility, has opened up more opportunities at the beginning and end of the day to shoot in low light situations. It is refreshing when a technology update has a real impact on the ability to create better images.
In a film about my life, I’d like to be played by …
Stories are an essential part of my life. In considering who would play me in a film about my life I am considering those actors who have effectively played roles that resonate with me. People who can transform themselves into the role they play. This is a high level of creativity that I think takes a special person to accomplish.
A word or phrase I overuse …
I always use this phrase “I’m so excited…” It’s because I wear my emotions on my sleeve. When I’m excited about something, I want everyone to know, especially the creative I’m working with. I imagine that my crew gets sick of hearing me say it.
My last social media update said …
My last update said, this location is epic. Not literally, but visually. Instagram (IG) is my main social media output. IG is about what I see in the moment, any moment on location, on the way to location or after the day is done and I’m exploring. I am always looking and searching.
My dream collaboration is …
My dream collaboration would be to shoot an ad campaign that takes me around the world. I imagine an opportunity with FedEx shooting their vehicles and drivers making deliveries to the most exotic locations. Anywhere, anytime, FedEx delivers your products to any location you need. Or, GE shooting their industrial products in use around the world. Their engines that get people to any location they choose to go whether for work or leisure. Or and ad campaign for BDO illustrating how businesses benefit from their consulting services. Traveling around the world shooting landscapes, product and the people benefiting from it.
A piece of criticism I’ve received was ….
The best piece of criticism I have every received was early in my career. I was fortunate to have a really great mentor who supported me with honest advice. It wasn’t until she saw my landscape work that she saw me in the images. At that point she suggested that I make landscape photography my focus. Since then, my career has been about the idea of a landscape and how it is manifested in many forms of photography.
A great piece of advice I received ….
I had a professor tell me that there are 3 aspects of knowledge and understanding: 1. The things we know we know. 2. The things we know we don’t know. And most important: 3. The things we don’t know we don’t know. It is about the journey and never about the destination.
IG: @davidwestphal
