Sydney-based photographer Adam Taylor has been named Advertising Photographer of the Year at the International Photography Awards (IPA) for a series of images he shot for Surfrider Foundation Australia.
The images, which were produced with advertising agency Leo Burnett Sydney, aim to raise awareness of the devastating effects of pollution on wildlife and ocean ecosystems, and appeared locally and abroad in surf magazines including Australian Longboarder, Surfing World Magazine, Surfer’s Path, Surfing Life, Curl, New Zealand Surfer and Surfrider (US and UK).
“We initially researched pictures of fatally injured ocean wildlife trapped in polluted waters to really come to grips with the situation,” says Taylor.
“By replacing creatures such as turtles or seals with actual people, we had a bold idea to lead with and one that effectively hit home the key campaign message that we all suffer from the harmful consequences of polluted oceans and waterways,” he adds.
The campaign consists of three shots: a mother and daughter trapped in a deadly foreshore oil spill, a garbage clad skeleton wasting away on sand dunes and a man trapped in bottle-neck packaging dangling on the surface of the seabed. All images are accompanied with the words, "Our oceans aren't the only ones in danger".
All subjects were shot on location except for the mother and child in the oil spill.
“We captured the [mother and child] in studio and added the backdrop in post. The overall grade was also in tune with softer lighting, creating a mood that peaks people’s interest, he says”
Taylor is now listed as a finalist for the International Photographer of the Year Award at the 2011 international Lucie Awards, to be announced at a gala award ceremony at Lincoln Centre New York on October 24, 2011.
Photo by Adam Taylor.
Photo by Adam Taylor.
Photo by Adam Taylor.
Campaign Credits
Client: Surfrider Foundation
Agency: Leo Burnett Sydney
Creative Director: Andy Dilallo
Creative Director: Mark Harricks
Art Director: Brendan Donnelly
Copywriter: Guy Futcher
Photographer: Adam Taylor
Retoucher: Cream