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.”








(Visited 1 times, 1 visits today)

Leave Your Comment Below

More Inspiring Stories

Travel Photographer Captures Striking Images Of Tiny People In Big Places
Photo of the Day: Happy Independence Day
Kate Moss and Saskia de Brauw for Vogue France, September 2012
Cyberpunk Street Photos In Hong Kong By Andy Knives
In Search Of Adventure: Wonderful Travel-Inspired Photo Works Of Ryan Resatka
Photographer Shot Portraits Of Strangers Before And After She Kissed Them
These Photographs Of Tattooed Senior Show That Body Art Looks Beautiful On Everyone
The First Russian Color Photos, 1910s
French World War I Soldier’s Bedroom Untouched For Over 100 Years
Couple Celebrates 40th Anniversary By Recreating Their Wedding Pics From 1975
Smart Guides For Chinese Parliament Delegates
Israeli Photographer Captured Hundreds Of People... Wearing A Tiger Suit!
"Memoirs Of The Geisha" - A Look Back At The Traditional Japanese Female Entertainers
The Black Intruder
Photographer Monica Carvalho Combines Like Objects into Surreal Photo Manipulations
George Clooney Gets Pre-Oscar Makeover at Madame Tussauds
“Workwears”: We Are Not Our Jobs, A Photo Project By Bruno Fert
"Lavatory Self-Portraits In The Flemish Style": Artist Recreates 15th Century Paintings In Airplane Toilets
Stunning Entries for The International Festival of Photojournalism 2020
31 Stunning Black And White Photos Of Europe In The Fifties Through A Soldier‘s Lens
Creative & Beautiful Photos Of The Dogs At Home During The Lockdown By Ria Putzker
Spider Wins in New Lockdown Wildlife Photo Competition 2020
Christmas with the Chimps
Fabulous Found Photos Of An Unknown Man Posing With Hollywood’s Finest At The Oscars And More In 1994
Sparkling City Of Moscow Celebrates Orthodox Christmas In A Magical Flurry Of Snow And Light
How Do Perceptions Of Beauty Vary Across The Globe?
Wildlife Photographer Of The Year 2015: First Glimpse Of Finalists' Images
Femme Fatales: Mug Shots Of Female Criminals From Early 20th Century Australia
Chicago From Above: Stunning Drone Photography By Razvan Sera
Winners Of The 2020 International Landscape Photographer Of The Year Competition Have Been Announced And They’re Mesmerizing