Experience. That’s the key to success, and there aren’t really any shortcuts. You can’t blag it, you can’t fake it, you just live it – feel it. That’s a hell of a message to communicate, and it’s one that marries perfectly with Simon’s portraits of South and West Auckland locals in the campaign for Independent Liquor New Zealand’s Woodstock Black.
There’s no youthful, flawless skin; no perfect smiles; no beach-ready bodies. There’s just history, charisma and life running through the lines across these faces. Simon’s got form when it comes to communicating much with little, and that method conveys a confidence that is both intelligent and inspiring.
There’s Edward William Ru, a singer; jewellery maker Rique Higgens; and professional beard grower Ygnacio Cervio. These are not men who are seeking our approval, these are men who simply are. Authenticity lies not just at the core of this campaign but also of Simon’s portraits.
Client: Independent Liquor / Woodstock Bourbon
Agency: Whybin / TBWA Auckland
ECD: Christy Peacock
Senior Copy Writer: David Sylvester
Senior Art Director: Watchara Tansrikeat
Senior Planner: Steve Clark
Business Director: Angelina Farry
Senior Account Director: Amanda Green
Head of Creative Operations: Sheriden Derby
Senior Producer: Mark Paisey
Graphic designer: Agnes Ang
Photographer: Simon Harsent
Executive Producer: Cameron Gray
Production Coordinator: Jemma Douglas
Digi Tech: Petrice Rhodes
Lighting Assist: Hamish Melville
Stylist / Groom: Verity Griffiths
Groom Assist: Nikki Milina