Photographer Captured Grueling Lifestyle Shoot On An Active Volcano In Ethiopia – Design You Trust

Photographer Captured Grueling Lifestyle Shoot On An Active Volcano In Ethiopia

Photographer Joey L. is known for pushing himself to capture stunning imagery. From his documentary work on the frontlines of the fight against ISIS, to A-list celebrity and commercial work, he never shies away from a physical or creative challenge. His most recent commercial shoot was both.

More: Joey L., Instagram, Facebook h/t: petapixel

The ad campaign featured the ZAAF Collection, a premium lifestyle brand created by Joey’s friend and personal hero Abai Schulze, and whose bags are made entirely in Africa. For this special campaign, Schulze wanted to highlight the heritage of her homeland and place her brand in several of “the unique locations that people don’t really know about” in Africa.

“There are so many stereotypes about my homeland,” says Schulze in the short doc above. “With a shoot like this, you can break that narrative.”

And so the duo chose to capture this campaign in the Danakil Desert, one of the most remote regions in Ethiopia and hottest places on Earth.

“Our crew climbed an active volcano, camped for days without electricity, and yet we somehow managed to photograph an advertising campaign in one of the hottest places on Earth. This project for ZAAF Collection will go down as one of my top 5 favorite photoshoots of all time- a special project for both the overall vision as well as the journey creating it,” he wrote.

“We developed a crazy idea- let’s shoot a luxury brand campaign for ZAAF in some of Ethiopia’s famous landscapes using all African models and crew. Let’s show to the world the unique qualities that her country and culture has to offer, but in a high end way without the cliches of the way “developing nations” are usually presented.”








If you want more awesome content, subscribe to 'Oh, Design You Trust,' our brand new Facebook page! Trust me, you won't be disappointed.

More Inspiring Stories

Georgian Photographer Makes “Autoportrait” Series To Convey Her Feelings Towards Art
Still Life in 1960s New York in Beautiful Memorabilia Photographs by Evelyn Hofer
Winning Photos Of TDM Street Photography Awards 2021
These Stunning Drone Photos Would Be Completely Illegal Now
Spectacular Winning Photographs from The World in Macro Contest 2020
"Deathmask Divine": The Superb Dark Paintings of Bahrull Marta
Lingerie Football League Media Call
Stunning Black & White Pictures Of Yhe Louvre And Its Visitors From Between The 1960s And 1990s
Fascinating Black And White Photos Capture Street Scenes Of Kyoto, Japan In 1974
Amazing Candid Photographs Capture People On The Streets Of New York City In The 1980s
Architectural Photographer Pavel Bendov
Russian Photographer Xenie Zasetskaya Captures Very Exceptional Photo Portraits
Wedding Photo Shoot Goes Wrong After A Snake Makes A Surprise Appearance
Photographer Creates Miniature Landmarks On His Dining Table Using Household Items
"Eternal Monuments in The Dark": Photograher Captures Brutalist Beauty Of Fragments of The Socialist Era
Gorgeous Series Of Flowers Encased In Ice
Fabulous Vintage Photos Showing The Amazing Women’s Street Style From The 1920s
These Winning Photos Of The 2018 Underwater Photographer Of The Year Contest Will Take Your Breath Away
Beautiful Photos Of People’s Choice Award For Wildlife Photographer Of The Year 2021
Outstanding Color Autochromes from Pre-Revolutionary Russia
18 Photos Which Show Life From A Different Perspective
Spectacular Winning Images of The Global SinoPhoto Awards
How to Make a Doner Kebab
Adorable Baby Koala Poses for Her Very First Photoshoot