David Brandon Geeting’s work is known for its glossy aesthetic, sophisticated still life compositions and amusing surprises. In a recent project, the New York-based photographer has used all the skills in his arsenal to create an unpredictable but contemporary campaign for Los Angeles cannabis brand, Pure Beauty.
“It’s a strange time for cannabis in the USA,” says David, “lots of states are legalising it, but since it’s always been taboo, people aren’t sure exactly how to sell it.” To try and shed a new light on the newly legalised (in California) product, David worked alongside Pure Beauty’s co-founder, Irwin Tobias Matutina to create a slick series of images in the photographer’s signature style.
Throughout the project, Pure Beauty’s products are softly lit by ambient colours, placed in front of moody backgrounds and surrounded by swirls of atmospheric smoke. “With my work in general, when the images are successful, that usually means it’s because there is an element of mystery or surprise to them,” explains David. In this instance, it’s the handling of the cannabis which provides said surprise. With zero references to hip-hop culture, the photos are also completely at odds with the overtly goofy and cartoonish or natural, non-threatening and organic treatment we have become accustomed to seeing.
Simply put, the concept of the shoot was to “create imagery that looks cool when you’re high,” David tells It’s Nice That. Working alongside his assistant in his studio, he spent time “casually moving stuff around” until the composition felt right (or beautifully wrong). “I knew there were a few things I wanted to try, even if they were cliché, like using smoke and fire and water. I like the challenge of working with clichés and trying to make them feel fresh again,” he explains, adding “I will say that using the product while shooting the product was a big help.”
- Graphic designer Si Weon Kim's side projects explore her culture, creating historical homages
- Will Anderson’s Bafta-nominated animation Have Heart follows a gif stuck in an infinite loop
- Looking east: how Smörgåsbord designed a soju brand to work in Europe and Asia alike
- The lonely claustrophobia of Adam Reynolds’ nuclear missile site series
- TwoPoints.Net design a typeface for ESPN The Magazine's Winter Olympics 2018 issue
- A chat with the Orwellian mastermind in charge of the UK town known as Scarfolk
- Lacoste swaps famous crocodile logo for ten endangered species
- Director of Taylor Swift's Delicate video accused of copying Spike Jonze’s Kenzo advert
- Rihanna's new advert shows that her make-up line is for all genders
- Dive into Mikey Joyce's portfolio with its “healthy balance of calculated and convoluted silliness"
- Jim Carrey is now a political cartoonist and he's taking down the Trump presidency
- These Swedish kids designed a typeface to celebrate their neighbourhood