11/23/2015
Q: What kind of exercise can you get from a sport where you're sitting down and going backwards?
A: the best kind.
But the bigger question is how can one entice new participants to join a rowing organization during the dark, cold, grim winter months? Here in the North East rowers are on the water literally six months of the year, leaving another six months to sweat in the gym, flogging these awful rowing machines called "ergs." It's easy to attract people to the lake or river, much harder to get them into the gym. As a photographer and Creative Director, it's our job to give the client what they want. In this case, we shot and designed the poster above. Looks pretty nice, appealing, seems like it might make you want to try out this elite sport.
But no, the client says, "Sure, looks nice, but it doesn't show the gym, or ergs, or people sweating..." The client may always be right, but we're totally thinking, "Those things are all ugly and unappealing." While cogitating on this, we found ourselves watching the amazing Robert Rodriguez film of Frank Miller's graphic novel, Sin City. Not only is it a fabulous visual tour de force (which you should totally watch if you haven't, re-view if it's been a while), but it makes spectacular and clever use of dramatic black and white lighting with just a hint of color.
Don't know if it's literally true, but ever since Charlotte Doyle's Psychology 101 Class Freshman year at Sarah Lawrence we've believed red and black to be the only two colors named in every language. Powerful tools, but careful how you wield them (i.e. why is a red shirt with black tie and jacket so irredeemably tacky?). Just ask Stanley Kubrick about red, he'll tell you.
Another thing we've learned working with River Rowing in particular (and rowers in general) is that for all the beauty and fresh air, the sport is difficult; nobody looks more unhappy and miserable than a rower pulling at the peak of their ability. Double that for indoor rowing on an erg machine. We were going to have to really work to make indoor winter training look appealing.
So into the stinky drab gym we hied, got out some directional lighting, and created these ads. Mission accomplished, as a certain President liked to say on the internets. We also shot moving images for a TV and internet campaign, but you'll have to wait a bit for those. Enjoy these nice fresh stills while you're waiting.