ICON Get Lost Campaign
"Get Lost" is the joint collaboration between SRS-Shane Russeck Studios and Icon. I've been asked many times over the years about directing but wanted to wait for the right project. As it turns out I was in White Rock Canada about to board a boat to photograph Killer Whales when the right project came along.
Jonathan Ward, fonder and lead designer at Icon called to ask me if I wanted to do the campaign for their new Bronco. I really felt my aesthetic along with Icon's design language was a perfect fit.
Our goal of this campaign was to show the importance of getting out, using your vehicles, making memories and making your own history. "Go create story & get lost".
Icon is a brand I’ve admired and respected for years. They are the pinnacle of the custom car world. Being a huge vintage car guy who likes to use his stuff, Jonathan’s work has always spoken to me. In a quest to respect the integrity of the original designers who gave us icons such as the FJ and Bronco, Jonathan and his team update vehicles with hidden technology to maintain the original look. To me that’s as cool as it gets. Needless to say when Jonathan called me to collaborate on a shoot, I jumped on the opportunity. The whole shoot was an adventure of a lifetime and I’m now an even bigger fan of the brand.
Icon is a brand that sticks to their vision and is not swayed by industry pressure or trends, and that really resonates with me.
In an effort to help preserve the beauty we saw on this trip we will be releasing a limited edition print from our adventure and $100 from each sale will go to the American Wild Horse Preservation Campaign.