my little brother is the VP of sales and marketing of Ridge Care Senior Living Communities. the first and most important thing you should know is that the Ridge Care family of facilities are NOT nursing homes, so don’t call them nursing homes – unless you do it just for fun to ruffle my brother’s feathers and watch him start to twitch while he explains that they are NOT nursing homes. my little bro asked me if i’d shoot some photos and videos for ridge care so i drove an SUV chocked-full of equipment back to my motherland of NC and made it happen.
i was really impressed with the whole operation. every facility we shot at was clean and classy. all the staff we interviewed – from the head honcho all the way down the line – felt like they really cared about what they were doing; and all of the residents and residents’ family members we interviewed had nothing but good to say. it was nice to see people who couldn’t or didn’t want to live alone find a dignified place to call home.
one day i was talking to my brother and randomly mentioned that i wanted to interview mallwalkers – just to see what makes them tick. my brother got excited and said, “Well, we can do this! Ridge Care actually sponsors a mall walking group called Hearts and Soles. Do you want me to make some calls and set you up with some people to interview?” when i told him “Heck yes,” he got on the horn and a few minutes later said, “Be at the mall tomorrow at 8am.”
and just like that…
last year i shot a christmas social media campaign for coffee-mate. because nothing says elegance like a fuzzy wool coffee mug holders lavished with snowmen, slices of pumpkin pie, and blinking christmas lights. when it launched the social media chatter went wild. i loved peeking in on the action and reading the posts between the mug mittens haters and those who were absolutely crazy about them. regardless of what side you’re on the campaign created a hot buzz – and that is what we were after.
here is a valentine’s day cut of some footage i shot for maidenform:
60-some years ago Asghar Ghahraman wanted to live in america but he couldn’t afford the trip – so he did what any other level-headed iranian would do: he joined the iranian navy, waited 9 years to dock in america, jumped ship, and swam to the land of liberty. the next few months took him far south, then far north. being homeless in nyc, he realized the american dream of building something out of nothing. at the time of this interview, mr. ray (he learned spanish to forge a drivers license/new identity as “raymond alvarez”) is 81 and has been running his candy store on avenue A. for 40 years without ever taking a vacation. i love this guy, i love his store, and i love his chocolate milkshakes. this is my tribute to the nicest guy in the east village.
i was walking through a park when i saw some mega-beefy guys getting awesome on some of the playground equipment. all kinds of crazy exercises were going down. pull-ups, push-up, diagonal-ups, handstand-ups, flip-ups, twist-ups… and apparently it works because those dudes are more ripped than my acid washed jeans in the 7th grade. they call their crew barstarzz. i chatted them up and a few weeks later came back with my camera and took some pictures.
logicprep is kinda like a brain hacking company. they take your existing mental hardware and re-code your software to make your brain do cool things. the hackers are a team of mega-smart genius-types disguised as young, fun people. in fact they were so cool it was actually pretty easy to forget that they were all einsteins, especially since the instructor who’s last name is actually einstein (no kiddin) ended up doing hand stands for my camera. they reached out to me (quite shocking since my brain still runs on copper coils and cathode ray tubes) to refresh their photos, so we spent two days shooting portraits of the staff and capturing the learning experience.