To help launch a new partnership with British Rowing, Hertz rentals commissioned a shoot to capture the essence of what this will mean at grassroots level. Queue adopting the life of a rower for a morning and a really early, really cold start on the riverbanks of the Thames! It's always good to be back on the River Thames as it has featured heavily in various work I've done over the last few years, thankfully we were awarded for our efforts with brilliant winter early sun. As challenging as this can be (overcast is often preferable for capturing people), every advertising agency knows that sun just sells. We naturally associate happiness and good times with sunshine so getting it on a photoshoot in London is pure luck (fully deserved from plenty of rain dodging over the years)
Pulling out all the lifestyle photography tricks and quickly building a rapport with my real-life models, we got to work while the light was at its best, attempting to surmise what life is really like for rowing enthusiasts: teamwork, camaraderie, hard work and dedication - fun being central to all factors. The final images were used across Hertz's online spaces along with British rowing.