I recently shot a series of images for the award-winning brewery, Mountain Culture Beer Company, based in the Blue Mountains. One of the owners of Mountain Culture, Harriet McCready, approached me because she wanted a lifestyle shoot for the brewery which captured the essence of outdoor lifestyle imagery of the 1970s and early 1980s. Part of the focus of the imagery was a stylistic choice based on the colour palettes and large film grain of the magazine advertisements of the time. What Mountain Culture really wanted to capture though was the easy-going approach to outdoor life that those old ads reminded us of- the simplicity of camping and hiking that used to be about throwing on some minimal gear and heading out into the bush. Mountain Culture wanted to have a nostalgic taste of the mountain lifestyle unadorned by the new gear and high tech fabrics that make up the modern outdoor experience.
JOE WIGDAHL
Lifestyle, Portrait and Landscape Advertising Photography Based in Sydney, Australia
