You want to know what's better than Erik Almås shooting Sports Illustrated Swimsuit models for Dodge Ram trucks? Me too cause I can't seem to find or think of anything that could possibly be better than this. The 2014 SI swimsuit edition is on news stands now and should be at the top of your reading list for the month. Erik has shot the inside cover for this magazine the last 2 years in a row. Check out the BTS of how he did it.
Did you know that the SI swimsuit edition is the second biggest marketing event in the USA? The only other bigger marketing event bigger than this is the Super Bowl, which makes shooting the inside cover of the magazine a big deal for a commercial photographer in the advertising world. In this BTS video Erik takes us on location on a shoot for both motion and still photography for Dodge Ram trucks. The final images of this campaign can be seen in the newest edition of Sports Illustrated and at the end of the BTS video.
More About Erik
Photography sort of fell in my lap. When looking back at how I became a photographer it is almost like it rained on me. I didn’t have a great interest in pictures. Or art. And a relative didn’t give me a camera when I was 12. It was small random sources hitting me different places and when faced with the crossroad and question of; “What do I do now?” I was soaked up in the idea of becoming a photographer. Since then small encounters have led me halfway across the world and then around it a few extra times.
I grew up in Trondheim, Norway. A big city by Norwegian standards but barely a blip on the map with its population of 150.000 people. I remember vividly the day I moved to the US to study photography flying in over the Bay Area at night. The lights went on forever. I was 22 and felt really small, intimidated by the number of lights and what they illuminated. I attended the Academy of Art University for 4 years. Had some truly inspiring teachers that changed my goals from shooting sporting events for my hometown newspaper to wanting to create great images. I graduated in 99 with Best portfolio in the Spring Show. In 2004 they gave me an Honorary Degree of Outstanding Alumnus.
I assisted Jim Erickson for almost 3 years. I don’t think there is a better mentor. He inspired, encouraged and nurtured my own image making and gave me a set of working habits that have helped me succeed on my own.
I’m glad I can say I have. The idea of becoming a photographer is now my reality and I’m truly grateful. I ended up staying in San Francisco and have now lived here for 13 years. A great place to call home, though I frequently go back to Norway, which I also call home. I shoot pictures and I’m too happy doing it, trying to make the ones today better than yesterday.
I have been fortunate to work with some great people on some great assignments for clients including Intercontinental Hotel Group, American Airlines, Absolut, Ritz Carlton, Credit Suisse, Genentech, Union Pacific, Toyota, Hyatt, Puma, Pfizer, Microsoft and Nike.
Don't forget about our Fstoppers Photography Workshop In the Bahamas This May.