May 11, 2021
Oh, Northern California. The assignment was a vast image library for global biotechnology firm Biogen that included five cities, thousands of images, and one pretty terrible meal courtesy of Clint Eastwood. (Seriously, the Mission Ranch in Carmel, CA – avoid it. Eastwood could not be reached for comment.)
We captured a tremendous range of subject matter:
- Corporate Culture
… and delivered hundreds of finished images. Given a broad mandate and sufficient resources, it was a wide open creative opportunity to help the client interpret their brand to an international audience.
All that is true, yes. But what stays with me is the North Coast light.
The weather doesn’t seem to matter. Sunny or cloudy, mist or soupy fog, the light is exquisite. Maybe it’s the low angle of the January sun, or the slight and ever-present diffusive haze, but everything just looks so damned great. We shot while hiking through forests and along the coastline, on a lake in the Berkeley Hills, hunkered down in a wood shop in Carmel, and along the San Francisco Embarcadero. The setting doesn’t matter; all is luminous.
Maybe that’s why it’s so expensive to live there. You’re paying a premium for the light.