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What You Need, When & Where You Want It!

Writer's pictureT.J. Crume

SYNC Spotlight on Achim Lippoth for Target Grocery

Maybe you've seen these billboards around town from German photographer, Achim Lippoth? He teamed up with SYNC's lighting tech, James Abke on a recent ad campaign for Target Grocery. This campaign was based on the idea that grocery lists aren't always decided in the kitchen or pantry - Mom's and Dad's nowadays need to be prepared for just about anything. In collaboration with Portland's Wieden & Kennedy advertising agency, Achim traveled to Los Angeles to shoot in multiple locations from Malibu to Sherman Oaks. Taking full advantage of Achim's talent for working with children, Wieden & Kennedy captured relatable, everyday vignettes of family life and combined them with a quick-read humor that makes for truly memorable advertising images. Shooting both real-life scenarios and the accompanying product shots, Achim and James worked together to create a simple, elegant lighting approach that satisfied Achim's european visual aesthetic as well as Wieden & Kennedy's desire for each image to instantly communicate it's intended message. Relying heavily on the agility and compact size of SYNC's Sprinter, it was able to quickly load into and out of gated communities and even public schools by only rolling out the gear that what was required for each shot - which added up to considerable savings in crew overtime. With stellar production services provided by Joy Asbury Productions, this was a well orchestrated project from beginning to end. Just a few of Achim's ever-growing list of clients include Budweiser, Nickelodeon, American Eagle, Audi, VW, Lego, Eurostar, Nokia and Mc Donald's.

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