Authenticity comes easily to Bil Zelman, a Southern California-based lifestyle photographer. Instead of asking his subjects to look like they’re having fun, he creates situations where having fun comes naturally.
Zelman scored Miller Brewing Company as a client after he presented a still and motion test shoot for Miller High Life; Miller and its agency, ARC Worldwide, wound up licensing Zelman’s material for the entire out-of-home and consumer print campaign.
For one set, he filmed two groups of motorcyclists riding down the SoCal coast using camera mounts rigged on the back of a car; another was filmed while Zelman sat backward on a motorcycle driven by his assistant.
Zelman and his producer later hosted a party with live music and plenty of Miller High Life, aiming to keep the revelry going late into the night. “The party started out fast and hard, and I had three people running around with motion cameras with lights attached while I shot stills with hard flash,” Zelman says. He didn’t know that the house was notorious for being the center of neighborhood drama. Within an hour and a half, police cars—and helicopters—arrived to shut the scene down.
But, Zelman adds, “We managed to get some great footage and shots before all was lost.” – Jacqui Palumbo