Joe Wigdahl 12/3/14 Joe Wigdahl 12/3/14

OPSM Ad Campaign in Australia and New Zealand

I recently spent several weeks traveling and working with Saatchi & Saatchi on a new ad campaign for the eye wear retailer OPSM. The job was a really exciting project for me to be a part of because it picked two small towns- Busselton, Western Australia and Napier, New Zealand- and found people of all ages and walks of life who use and need their product, eye glasses. Saatchi & Saatchi scoured through Australian and New Zealand census data to determine a town in each country that encompassed the broad range of types of jobs, incomes, ethnicities etc. that represent each country. We met with bushfire fighters, a horse whisperer, a bagpipe marching band, a master jeweller and a beekeeper just to name a few. I was really excited by the notion of shooting my favorite subject in advertising work: real people with real stories. These are just a few of the shots from Busselton, Western Australia. I'll post images from the New Zealand campaign which was shot in Napier, New Zealand in the near future.

OPSM Busselton Horse Whisperer Joe Wigdahl

OPSM Busselton Water Reserve Joe Wigdahl

OPSM Busselton Catalog Portraits Joe Wigdahl

OPSM Busselton morning landscape Joe Wigdahl

Like most of the large productions I've been working on lately, I was shooting alongside a TVC production that was filming spots for TV and the web, while I was shooting images for the new catalog, website and everything print- in-store, billboards etc. We shot every day for 10-14 hours a day for 2 weeks and I ended up shooting portraits of over 100 people and a lot of landscapes along the way. Most days I would shoot alongside the TVC crew, grabbing shots when I could and stepping in when the TVC guys were done or had a few minutes to hand the subject and location over to me. In each city I had a day to shoot 25 portraits a day which broke down to a new location, set up and portrait every 20 minutes or so for 9 hours. An exhausting but exhilarating exercise as the opportunity to meet new people with great stories just kept coming. At one point I ended up getting pretty emotional at a small town bag piper rehearsal after feeling so lucky that these people would allow us to come in and be a part of their private experience, something I would have never been able to know about or be a part of if I was on my own traveling through this small town.

At the end of the 2 week assignment I'd shot portraits of more than 100 people, was tired, sore and really missed home but damn, I enjoyed that job. I'd do it again in a heartbeat.

CD: Matt Gilmour Sr AD: Nils Eberhardt Sr Copywriter: Veronica Copestake The TVC/Motion campaign was produced by Tobias Webster at EXIT Films and directed by Stephen Carroll.

Joe Wigdahl 21/8/13 Joe Wigdahl 21/8/13

Vodafone 4G Ad Campaign

I just recently shot a new campaign for Vodafone launching their new 4G service. The job involved working with massive, real letters spelling out the "4G" that weighed several hundred pounds and took a team of moving experts to get the unwieldy, fragile and extremely expensive props into place. We started off at 2:30 AM shooting on Sydney Harbour and finished off the day at 8 at night shooting in a park filled with frollicking dogs in the Eastern Suburbs. Considering the challenges of working on such a long production day on location we really lucked out with weather, the props surviving the moves and avoiding the dog poo at the park and had a great time.

Joe Wigdahl 21/5/13 Joe Wigdahl 21/5/13

Portrait for Good Weekend: Writer Drusilla Modjeska

Portrait of the Australian writer Drusilla Modjeska for a Good Weekend story about her bout with breast cancer.

This was one of those shoots where the subject, Australian writer Drusilla Modjeska, wasn't really too keen on being in a photoshoot. She gave me all sorts of warnings about how she's not a good subject, the camera doesn't like her etc. and I just said, "Don't worry. Let's just hang out and chat for an hour and I'll take some pics over the course of the conversation. That's it." She had a gigantic library, covering most of the walls of the house from floor to ceiling as well as a large collection of Papuan tribal art from her visits to Papua New Guinea in the 50's and 60's. It was a breeze talking to her and she's one of those people that I wish I could meet every week for a brief chat just to keep my brain stimulated. We talked about families, authors, history and tribal art. When I was sure I got the shot I told her I was done and she seemed surprised that what we had just done was a photoshoot. It doesn't have to be an intimidating thing with lights and stylists and the whole circus. Sometimes a shoot can be two people having a nice chat.

Joe Wigdahl 26/3/13 Joe Wigdahl 26/3/13

Subaru Forester 2013- Norway

A few months after shooting the first leg of the 2013 Subaru Forester's trip around the world, AOI Pro contacted me and asked if I'd like to go to Norway to shoot the next leg. I jumped at the chance- I've always wanted to go to Norway and after I moved to Australia I considered the chances of ever going to be close to nil. Even though there would only be 4-5 hours of daylight a day, -20C most days and it would be something like 28-35 hours of travel each way depending on flight times and delays and it would be right before Christmas, I had to go.

2013 Subaru Forester Norway by Joe Wigdahl

A break in the clouds, Norway.

Buried road markers

A long road through the mountains

Frozen lake at dusk.

2013 Subaru Forester Norway by Joe Wigdahl

The crew lost in the fog.

The “Blue Hour”

Aside from my clients who were from Japan, the entire crew and production were Norwegian and I had the good fortune to meet and shoot alongside a motion crew headed by Norwegian D.P.

Jo Eken Torp

. Shooting in the -20°C temp didn't really bother me as I had lived in Chicago for 10 years and had done shoots in colder temperatures than that. The Norwegians had a lovely habit of standing around and eating waffles and cheese toasties and drinking endless cups of filtered coffee on our downtime and that kept us cozy enough. I was more worried about the fact that we were shooting in Norway the week before winter solstice and daylight would be short and it would mean that not a minute of shoot time could be wasted. Most of the time the motion crew had the car so I had to get whatever I could get without bugging them which meant using long lenses and hiding in the woods while cameras were rolling. When I did have the car to myself I would usually get about 10-15 minutes to get as many of my hero shots as I could before they took the car away from me. To make things more challenging, I completely lost my voice for 5 days of the shoot. I would have to whisper hoarsely to my assistant and then he would have to frantically yell something in Norwegian or English to get things to happen while we still had the car for a few precious minutes. Several times we were ready to start shooting when a cloud or some fog would pass by and everything would get totally lost in white. Nothing had edges or shadows and there was no sense of depth whatsoever. It was like being in an infinite outdoor cyclorama and shooting would become useless. Suddenly a cloud might lift and we'd shoot furiously for 5-10 minutes before it was gone again. On the last day of shooting we had an incredible sunny day and got the chance to see the "blue hour" in which the landscape gets a stunning steely-cyan/blue hue just after the sun sets.

My dad's side of the family is Norwegian- that's where the name Wigdahl comes from. We grew up with lots of relatives in the "Yassir, you betcha, I'll bring some casserole to the pot luck!" Scandinavian diaspora of Wisconsin, Minnesota and North Dakota. During the holidays at the Wigdahl's we ate mashed potatoes and meatballs, pickled herring and lefse covered in butter and sugar. My grandparents had little troll figurines around the house and my family drank coffee from the time we woke up to just before bed. We were told that Uff da! was basically the Norwegian all-purpose curse but my Norwegian friends from Norway told me that it's basically equivalent to shouting "Jeepers!" or "Gosh darnit!" But growing up in New Jersey and being of Norwegian descent meant that we didn't really know anybody else who was Norwegian so we took our grandparent's word (and maybe Garrison Keilor's) for what being Norwegian meant.

Aside from the curiosity of knowing where one's ancestors comes from, I think my brother and I were always sort of plagued by the question of "How much of this is my fault and how much is it genetics?" hahaha. Scandinavian music that makes it abroad seems to be either insanely heavy death metal or club music. Scandinavian films tend to favor the silent, expressionless, melancholic hero bathed in dusky blue light. The dusky blue light was true but everyone I met in Norway was really lovely and chipper and constantly offering me a cup of coffee. My assistant did point out that the snowsuit I was wearing while in Norway was the kind of snowsuit that homeless people wear- so that might be a reason why everyone was so keen to offer me coffee and a waffle but I was stricken by generally how friendly the Norwegians were and how perfect their English was and it made traveling a breeze. I kept thinking what a shame it was that I couldn't spend some serious time in Norway to meet more people and to see how this incredible landscape could transform from white to green.

Joe Wigdahl 28/2/13 Joe Wigdahl 28/2/13

Subaru 2013 Forester- Australia

In September I was asked by the Japanese advertising agencies Hakuhodo and Aoi Pro to take part in a year-long project shooting the new Subaru Forester as it began a drive around the world through some its toughest terrain. I shot stills alongside a motion/TVC production headed by the Australian cinematographer Daniel Ardilley with the Australian production handled by Dynamite Productions. I felt pretty lucky to be involved in this production as I knew I was going to be going to parts of Australia that I probably would never get the chance to go see otherwise and I'd be able to go up in a helicopter to get some great views of the incredible Aussie outback landscape. We first shot in a rather desolate spot outside of Broken Hill, where all the old Mad Max films were shot. While we were shooting we had to endure temperatures of 38°C and higher and the only things that seemed to occupy this blazing landscape aside from the occasional dry shrub were flies. Lots and lots of flies. It was my first time out in the real desert of the outback and I wasn't prepared for how that fine red dust gets into everything, so I spent most of my downtime when I wasn't shooting cleaning my camera and lenses. On our shoot in the Flinders Ranges we were climbing hills in 4x4s so steep that we ran the risk of flipping backwards. I still remember our location scout telling us before we had to drive up the longest, steepest hill of the track to get to one of our locations, "You have to commit to it and go forward and not stop. If you hesitate or stop, you will roll backwards and probably die. You'll also probably kill whoever is behind you." Nice. I don't tell my wife about those parts of the job.

Still, I had a blast shooting alongside a fantastic crew and production team and I enjoyed working with my clients so much that it inspired me to start learning Japanese. They were happy enough with my work on the Australian production that they brought me out to Norway in December to shoot another leg of the Forester's journey around the world. (I'll post images from that in a week or two.)

Subaru Forester, Australia, photography by Joe Wigdahl Photography

Subaru Forester, Australia, photography by Joe Wigdahl Photography

Joe Wigdahl 15/2/13 Joe Wigdahl 15/2/13

Nikon D5200 "I Am Imagination"

Back in August I worked with the German advertising agency Jung von Matt ( JVM) on the "I Am Imagination" campaign for the new Nikon D5200. It was also one of the several jobs I've done this year alongside a TVC/motion production where I was the still shooter. I had the pleasure to work alongside Danish director Henrik Henson who shot the motion spot for this campaign.

Nikon D5200 “I Am Imagination” Photography by Joe Wigdahl

Nikon D5200 “I Am Imagination” Photography by Joe Wigdahl, Advertising Agency Jung von Matt

Joe Wigdahl 17/9/12 Joe Wigdahl 17/9/12

Bondi Kite Festival

Last week I covered the Bondi Kite Festival for a local Bondi magazine "Life in the Bubble" and had a great time getting my feet wet in the Bondi surf while shooting these amazing kites. More images and the story can be seen here: http://www.lifeinthebubble.com/issue/2012/may/windsofchange

Joe Wigdahl 24/4/12 Joe Wigdahl 24/4/12

Mazda BT-50 Shoot: Zoom Zoom Magazine

Last month I was asked by the UK's Redwood Media Group to shoot a story featuring Mazda's new BT-50 model for its award-winning online presence, Zoom Zoom Magazine. They wanted to tell a story about a day in the life of a BT-50 owner with a natural, reportage feel- showcasing its versatility by following the owner through rough terrain, a surf trip, a trip to the zoo "glamping" (glamorous camping) with his nieces and capped with a night out on the town.We had a looonngggg shot list for the 2 day shoot and I was working alongside Jefferson Grainger, from Corporate Video Australia, who was shooting the motion segment of the piece for the web. Working alongside a motion crew on the same production can be pretty challenging for a still shooter because it can significantly cut into the time there is to shoot- especially if the motion crew is shooting sound or if they don't want to give time to the still shooter (which happens a lot). Thankfully that wasn't the case in this shoot as Jefferson and I both realized that we were going to have to really work together to make sure that each of us got what we needed and it was actually a lot of fun bouncing ideas off one another as to how to get as many good shots as we could in the time that we had. The client was really happy with the results and I just finished shooting a second feature in Sydney for Zoom Zoom Magazine last week. I've included the tears and just a few of the images from the shoot here.

Joe Wigdahl 17/4/12 Joe Wigdahl 17/4/12

AFS Construction

I was contacted by the firm Strategy Design & Advertising about shooting some reportage-style imagery for a company profile booklet for their client, AFS Construction. The goal was to make an ordinary, heavy-duty construction site feel like something interesting and dynamic so that they could really showcase what was unique about the equipment and crew of AFS.

A few months ago I was contacted by the firm Strategy Design & Advertising about shooting some reportage-style imagery for a company profile booklet for their client, AFS Construction. The goal was to make an ordinary, heavy-duty construction site feel like something interesting and dynamic so that they could really showcase what was unique about the equipment and crew of AFS. I had only 4 hours to get as much imagery as I could and it was my first time on an Australian construction site so I was pretty surprised when I had to spend the first 2 hours of the shoot in safety and regulations training, multiple waiver and release signings and pass two mandatory breathalyzer tests before I was allowed to even step foot on the site. While I was learning about evacuation points and procedures during fires, chemical spills and natural disasters I was watching the sun move and I was losing light. I was relieved to finally get on site with 2 chaperones and less than two hours left and was luckily able to get quite a good range of images. I was thrilled to see the final designed booklet and website that Strategy Design had come up with and these are the results:

After the shoot was done I was left a little exasperated by what seemed like an overabundance of caution. After thinking about it a bit more I had a change of heart when I started to realize how little caution was exercised on similar shoots I had been on in the U.S. When shooting on top of a skyscraper under construction in Chicago a few years ago the site foreman handed me a helmet, said, "Just don't fall off the side and you'll be okay," and then let me roam around on my own for several hours. I've been on work sites where I've seen fork lift operators drinking vodka before a shift at 7am, contractors rewiring a room with bare hands on live wires, and my own (unwise) safety decisions like shooting in a helicopter in the beginning of a massive electrical storm. The more I thought about how the Australians approach workplace safety the more I'm surprised that Americans seem so laissez-faire about safety- especially with the cost of healthcare and number of lawsuits there.

Project Credits: Agency- Strategy Design & Advertising.

Creative Director/Designer- Dan Mercer. Designers- Geoff Courtman & Christina Perry.

Photos of booklet and website courtesy of Strategy Design & Advertising.

Joe Wigdahl 5/4/12 Joe Wigdahl 5/4/12

Sick Kids

Good Weekend had an assignment for me a few weeks ago to cover a story about several families with children who are critically ill and have terminal illnesses. In two cases the children were born with a devastating disease that made it unable for them to develop mentally and physically as a normal child would. In the case of the third child, Kirrilee had led an active, vibrant childhood and then when she was 12 suddenly suffered a mysterious brain illness that left her profoundly impaired and gravely ill for the last 6 years. Her illness requires 24 hours of constant observation and care, most of which is provided by her mother. Update: a few months after writing this article Kirrilee sadly passed away.

Often when I'm asked to shoot something for an assignment it doesn't occur to me how odd it is that I'm a total stranger that people let into their homes. I chat for a while, maybe set up some lights, take some pictures and then leave. It's rare that I get to read a story before I have to shoot for it so I often walk into a shoot situation not really knowing exactly what it is I'm covering. Usually the people I'm taking pictures of aren't familiar with shoots so they don't have a lot of time set aside for me to take pictures and it's pretty hard for me to impose more than an hour or two of shooting so I often have to work fast and thoroughly while trying to keep the subject relaxed.

In each case when I met the families for this shoot I knocked on the door with a sense of apprehension about what I was walking into. How sick would the child be? What would the families be like? Would they be sad? Angry? Would I have to tiptoe around certain subjects? Do they really even want me to take pictures?

As I walked through the front door I was thoroughly surprised at how welcoming and loving each family was and I immediately felt a warmth that I don't often get right away when walking into a stranger's home. I heard stories about 24 hour care, constant trips to hospitals, emotional turmoil, exhaustion and alienation but I also witnessed deep love, acceptance and thriving senses of humor. I was surprised at how often the parents and siblings of these sick children were saying things that had me cracking up. They seemed glad to have me come take pictures so that other people could learn about their stories. I felt lucky to get to meet these families and I really wanted to hang out all day with them. I've posted a video of a Kirrilee's brothers performing a dance routine that they do to keep the family entertained.

http://vimeo.com/39806546

At the end I felt like it was a tough story to shoot because my wife and I had just given birth to a daughter a few weeks before and we had been going through all of the ups and downs of new parenthood. We were dealing with the massive adjustment in sleep loss and lifestyle change and that feeling that we had no idea what were doing. I know that both my wife and I would look at our little girl and feel an enormous sense of love, responsibility and hope for the kind of parents we would be and the type of person our child would become. Seeing these sick children made me think about how families adapt when plans suddenly change and how they deal with the bumps and bruises of a life they didn't expect.

All of these families have needed the professional and medical support of Bear Cottage, an institution in Manly, NSW Australia dedicated to serving children and families of children with life limiting illnesses. Donations to Bear Cottage can be made here: https://support.bandagedbear.org.au/donation-bear-cottage

For more information about Bear Cottage, please go here: http://www.bearcottage.chw.edu.au/

UPDATE 21/05/2014: Several news outlets who have picked up this story have erroneously stated that Kirrilee was dying or on her deathbed when this image was taken and this is not true. She was at home and healthy at the time of the photoshoot. It is true that a few months after I shot this image Kirrilee passed away at Bear Cottage.

Joe Wigdahl 6/3/12 Joe Wigdahl 6/3/12

Monocle Magazine Shoot: Darwin, Australia

Last month Monocle Magazine sent me up to Australia's Northern Territory to cover a story on their burgeoning capital city, Darwin. Darwin has become big news in the last few years as the United States has promised to begin stationing several hundred troops there in an effort to re-establish a naval presence in that part of the world. There's also been some massive investment in natural gas by the Japanese and French to the tune of $39 billion AUD. Monocle wanted to find out how this new interest in Darwin might change the city and what the people and government thought about it. I teamed up with Darwin journalist Eric Tlozek to meet some VIPs there and shoot everything I could with the 2 days that I had.

An example of Troppo design and the homeowner.

It was over 90°F and 99% humidity when I was there so my lens would fog up every time I took the lens cap off and I was dripping with sweat pretty much the entire time. I was dying to go for a swim but couldn't because the water is filled with deadly box jellyfish. I also had the strange experience of getting thrown out of public spaces and people making me delete pictures because they were afraid they might be in the shots- I guess they're a little spooked up there about strangers walking around and taking pictures.

In my own experience, a lot of the people didn't really like all the new attention that was being brought to Darwin and quite a few didn't like what the new money and gentrification was bringing. One guy told me how much he missed the Darwin that he knew before the streets were paved (which wasn't all that long ago). Conversely, we had many people welcome us into their homes as we took pictures of the unique style of architecture in Darwin designed specifically for the tropical climate called Troppo Architecture. I also met people who had a key role in bringing about Darwin's change including the Deputy Chief Minister of the Northern Territory, the head of the Northern Territory's Cattleman's Association and a couple who successfully launched the first lifestyle magazine and gay nightclub in the entire Northern Territory. In their eyes the timing of Darwin's coming changes is just about right.

Joe Wigdahl 27/2/12 Joe Wigdahl 27/2/12

Ad Campaign: GoodStart Early Learning 3rd ad

These images are for the third ad of the GoodStart Early Learning campaign that I shot with the ad agency The Monkeys. To continue with the concept used in the first images that I shot for this campaignwhere the tagline is physically integrated into the image we wanted to create life-size letters that the children could interact with. When I first saw the concept drawings for this ad I was really excited with the idea of the kids running around and interacting with the letters in the shoot. I had a pretty specific idea in my head as to how big the letters should be and how they should look so that they were the right size for the kids to play with and that their scale would read properly when set at different distances when placed in the large room. I jumped in and offered to build the letters myself. I had studied glass sculpture in college and one of the things that was a constant part of the creative process in sculpture was the act of building a maquette out of cardboard, wax or other materials before one went on to attempt to build the final object. This helps the sculptor visualize how the final product will be assembled, how much material will be needed and what obstacles one might come across in the process. I spent a lot of time gluing cardboard together in college although it didn't really help all that much since I broke just about everything I made... But I was pretty sure I had the chops to make the letters for this shoot in the way that I wanted them to look.

In some cases I had to distort the letters so that they would look normal in the lens width and perspective that I was planning to use in the shoot.

At first, spending long days listening to music while working with cardboard and hot glue was sort of fun and reminded me of college years. One of the interesting challenges in this project was being reminded that I now live in a fairly small country (Australia with 20m people) and it's not like where I used to live (the U.S.) where you can get just about anything and get it cheaply. While back in the States I could go to just about any packing supply shop and easily buy or find cardboard with a white side to it, white cardboard just doesn't seem to exist in Australia. I was quoted by some company that it would cost me several hundred dollars for them to print the color white onto the amount of cardboard I would need and it would have to be rush shipped up from Melbourne at no small expense and it would probably arrive late. I ended up having to paint the letters myself and I was surprised at just how much paint a thirsty piece of cardboard can soak up before it looks like solid white and ended up painting 4-5 coats for each letter. After getting about halfway through the letters (and about a dozen hot glue burns on my fingers) it came flooding back to me how tedious this kind of studio work was.

At the shoot the kids had a great time playing with the letters and drawing all over them. Hiding in the rocket ship seemed to be a pretty big deal and a pecking order was immediately established as to who could spend the most time in the ship. It was only when they realized that they could kick and throw the letters that the shoot started to get a little hectic as the client, the agency and myself realized that the letters could get destroyed before we finished shooting. I had to jump in and run around, playing with the kids and distracting them from destroying the letters while I shouted instructions for when the art director should shoot, as he had become the camera operator about mid-way into the day so that I could manage the craziness.

All in all, it was probably a bad idea on my part to decide to build these letters the week between Christmas and New Years- which happened to be the week my baby daughter was due to be born. Having a baby is stressful enough but having to make gigantic cardboard letters while wondering if my baby is coming every time my phone rings is a bit more stress than anyone needs in a decade.

I finished the letters and we had the shoot 3 days after my daughter was born. It seemed like the minute the shoot was over and I was back at home I slept for what seemed like days. It might be a while before I volunteer myself for prop making but all in all I was pretty happy with the experience and end result.

Joe Wigdahl 8/2/12 Joe Wigdahl 8/2/12

Good Weekend Magazine crew rowing story

A few months ago I was asked by Good Weekend Magazine to go down to Canberra and shoot images to go along with a series that they were doing about a few writers trying their hand at training for a day in an Olympic sport. I followed writer Mark Dapin as he went through a light version of the incredibly intense daily workout regimen and technique routines of the crew rower.

Joe Wigdahl 30/1/12 Joe Wigdahl 30/1/12

Ad Campaign: GoodStart Early Learning

In December I worked with the impressive Sydney agency The Monkeys on a three image campaign for Australia's GoodStart Early Learning Program. The GoodStart program has hundreds of early learning centers around Australia focused on children's learning development in the crucial first 5 years of their life. Our approach to the shoot was to capture children engaged in discovery and play with their environment and the tagline, "Minds Now Open," becomes an integrated part of the image and the activity.

Joe Wigdahl 22/11/11 Joe Wigdahl 22/11/11

Pampers Village- Images for Global Website Relaunch

This past July I had the fantastic opportunity to go to New York and work with Saatchi & Saatchi and Strawberry Frog to shoot a series of images for the global relaunch of the Pampers Village website. Pampers Village is a site overseen by Pampers as a resource for parents and parents-to-be that serves as an information hub and an online community. The site covers a huge range of information for parents from learning about prenatal care to preparing your child for her first day of school.

The goal was to create a small library of images that would cover a broad range of ages and demographics so that as each country- or region-specific Pampers Village website rolls out they would have the appropriate imagery. Among the usual challenges of finding a range of locations, ethnicities and strong talent covering a lot of ages, we had to have it all in one place (and where else but New York?!). For about a month of pre-production I had to get up around 4am, work through the day and go to bed around 1am in order to be on the same page with the clients, the agency and my production team. I was in Sydney, the Creative Director was in Capetown, my producer was somewhere in southern France, the web design team were in the Netherlands, the agency was in NYC and the client was somewhere in the wilds of Canada (Toronto, I think). As one group of people were going to bed somewhere in the world another group were waking up somewhere else. By the time I arrived in New York we were hammering out the final details and the shoot went like clockwork... mostly due to the efforts of my indefatigable producer- whose name I reluctantly share- Annika Howe. It was a great week of shooting and working with Saatchi & Saatchi's Global Creative Director Tris Gates-Bonarius was one of the best working experiences I've ever had.

Here are a few images from the new Pampers Village (the first site to roll out with the new look has been the site for Ireland.) As more country sites come out I'll put up more pictures from the shoot.

Joe Wigdahl 14/11/11 Joe Wigdahl 14/11/11

Good Weekend Cover and Story

A story I shot a few weeks ago for the Sydney Morning Herald's weekend magazine, Good Weekend, just appeared this past weekend as the cover story. It was one of those happy instances where printing on matte newspaper stock made the pictures look fantastic and I was really happy with the end result.

Joe Wigdahl 29/9/11 Joe Wigdahl 29/9/11

Sydney Magazine Shoot- Sonoma Bakery

I did my first shoot for Sydney Magazine covering the day in a life of a loaf of bread as it's made by Sonoma Bakery every day. I was pretty excited for this story because I'm big into cooking and baking- I make my own beer and cheese and had been baking bread for a while but I hadn't really had much luck with the sourdough. It was inspiring to see a bakery at the production level of Sonoma still using the best ingredients and making everything by hand.

A few weeks ago I did my first shoot for Sydney Magazine covering the day in a life of a loaf of bread as it's made by Sonoma Bakery every day. I was pretty excited for this story because I'm big into cooking and baking- I make my own beer and cheese and had been baking bread for a while but I hadn't really had much luck with the sourdough. It was inspiring to see a bakery at the production level of Sonoma still using the best ingredients and making everything by hand. In order to follow a loaf of bread from start to finish I had a 1:45am start time and finished around noon. Those kinds of hours do all sorts of interesting things to the eyes and brain when trying to shoot- I have absolutely no idea how doctors do 30 hour shifts.

Sydney Magazine- Our Daily Bread

A batch of fresh dough coming out of the mixer.

A kalamata olive dough resting.

Dividing the dough into loaf-sized portions.

Preparing baguettes.

One of the many bakers who hand-knead the loaves every day.

Loaves proofing in bannetons.

Retarding the loaves in a cooler to improve texture and flavor.

Dusting the loaves

Scored loaves ready for baking.

Just out of the oven.

Bread lands on the table at a Sydney cafe.

Joe Wigdahl 22/8/11 Joe Wigdahl 22/8/11

Cover and leading story for Good Weekend

I shot the images for the cover story of this past weekend's issue of Good Weekend, a major Australian magazine distributed in The Sydney Morning Herald and The Age every Saturday. It's Australia's equivalent of the New York Times Magazine. I'd like to say it was a challenging shoot but getting teenagers to look like they're playing video games is just about the easiest thing in the world. It was my first Australian magazine cover and my first time working with the people at Good Weekend and I had a great time.