Wonderful Machine – Cameron Karsten: Hook, Line, and Sinker

Happy to share some solid press via Wonderful Machine’s blog as well as a spot in their emailers for July 106. Enjoy!
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Jul 18, 2016
PHOTOGRAPHER NEWS

Grundéns started with a fisherman in Sweden who saw a need for better gear for the fishermen of the world. He wanted clothing that could handle the extreme conditions he and his comrades constantly faced. Now, this international brand is a leader in cold-water fishing and foul-weather gear, and their latest campaign aims to put a spotlight on the fishermen they serve. Grundéns called on Seattle photographer Cameron Karsten for the campaign visuals.

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Grundéns has European, Canadian, and U.S. branchs, and Cameron got on board with Grundéns USA for their rebrand. He says all he had to do was get the initial meeting, share with them his photography and his verve for conservation and adventure, and from there they hit the ground running. Grundéns wanted their rebrand campaign to focus on the fishing experience with special attention to its connection to the environment. Their idea was to find stories from around the world that showed individuals with a passion for fishing, whether as a career or for pleasure. It was Cameron’s job to capture both images and videos for the campaign.

Grundens wanted to change how we see and experience fishing with their visuals by connecting the fisherman/woman with nature as a source of passion and conservation.

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cameron karsten photo, grundens, grundens rebrand campaign, fisherman, fisherman norway, fisherman florida, fisherman guatemala

For phase one of the project, Grundéns sent Cameron to Norway, Guatemala, and Florida. There, he was to interact with real fisherman, spending time on boats and enduring the weather to capture them in action with their craft. In each location it became clear whether the project would focus on recreational or professional fishermen, both of which are groups Grundéns provide for.

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These individuals see the need in their lives to connect with nature, out on the water and in the elements, and transcend the way we care for our planet.

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Before turning to photography, Cameron traveled with the hopes of being a writer. But it wasn’t long before he started adding photos to his stories and composing his tales completely from images. He says although most of his work is more commercial, he loves getting back to travel photography, and this campaign was the perfect hybrid of travel photography and commercial goals.

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For each location, Cameron and the production team talked through story options, set up some drone flying trials, and got the gear into place. But no matter what the preparations looked like ahead of time, the majority of the work always took place on site, where they had to asses the current weather conditions and set up their gear. Cameron says Guatemala was definitely the most challenging with all the saltwater spray.

Guatemala was tricky due to being on a boat with limited movement, and the harsh sun and saltwater spray. But it’s all part of the experience, helping tell an authentic story.

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Cameron’s work is already being integrated into Grundéns’ new website, and will be featured in printed catalogs and brochures, advertising pieces, and social media channels. 70 Agency is getting everything into place for the final release.

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In the mean time, ideas of heading to Alaska, Canada, the Cannery Islands, Belize, and Panama are circulating around, and Cameron is keeping his fingers crossed. He’s also excited to learn about the conservation and water awareness efforts Grundéns will be making through the course of their campaign.

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Check out more work from Cameron at cameronkarsten.com.

Grundens Campaign Pt II – Norway

Grundens recreational and commercial fishing clothing line in Norway

I asked the Cod Father where the heads go.

“Nigeria,” he laments with a sigh. “Ahh, yes. We sell them to the Nigerians. They come all the way up here to buy the heads for soup. You know,” he grunts with a pause. “Fish head soup.”

All the way up here was speaking very literally. I was in Lofoten, an archipelago in northwestern Norway, a carved land where plummeting cliffs meet dark azul waters, and sea eagles circle at snow lines searching for prey.

We were hanging with Gier the Cod Father of Lofoten, a masterful fisherman who scours the frigid waters all year long, especially from February thru April when the world famous cod fish enter the fjords to mate. At times the temperatures reach far below zero, freezing the water’s surface, along with his buoys and long nets.

Geir continued, “Our fish are the finest quality called skrei. It dries on large racks in the perfect temperature. This is what makes our stockfish so prized. The Italians pay premium, and this trade with Nigerians, Italians and others has been happening for centuries.”

But as I learn from Geir and my research, this skrei is facing a dilemma. In the past few years, temperatures have fluctuated, becoming unseasonably warm when winter temps should reign, and dropping to frigid numbers when the sun should be high. It rains when it should be dry, and it’s arid when it needs to be wet. This, unsurprisingly, effects the outdoor drying process of the cod fishery, putting the Lofoten’s largest and oldest fishery on edge. For more visit the Grundens gallery

Grundens Campaign Pt I – Guatemala

Grundens recreational sportfishing clothing line in Guatemala

You go through the orders of meetings and conference calls. You wait and wait, a confirmation biting the nails. Will I or will I not? Because I can see it. The palm trees, an array of dancing heat waves rising from the sand. An illusion of adventure, wanderlust, a new pathway in what you love to do most. The fight. The fish. They pull your lines taut and fill you with cravings to want more. All that anticipation pulses your blood and boils down to one simple email. An itinerary. Departure dates, arrival times and the unknown expedition ahead. It’s your confirmation. Guatemala.

What transpires is a journey into peoples’ lives and the characters discovering about what they love most in this world; that is fishing. They travel around the world. They take hours upon hours, days to weeks to months of their lives to reach the furthest shoreline to cast a line, throw a leader, and let the water speak about its’ darkest kept secrets. These individuals are fishing. They do it for an occupation. They do it for recreation. They do it alone, with colleagues and family members, sharing in the thrill of the catch. This is passion.

And with Grundens’ new release of a warm-water recreational clothing line, whose tradition weighs in the dense northern waters of commercial cold-water fishing, I head south with them first to the evanescent blue waters off Guatemala to participate in the annual Billfish Invitational Tournament, whose goal is to educate the growing community about the ocean’s rich economic resources off Guatemala. We’re talking about catch-and-release bill-fishing. Giant black and blue marlin and sailfish being the two geese that lay the region’s golden eggs.

Hosted by Pacific Fins Resort in Iztapa, Guatemala, a cast of fishermen embark to share with people how much they appreciate the sea and its resources, for the sake of thrill or occupation, and the need to promote a sustainable industry for the local and global economy. Without fish, there is no sea. Without fish, there is no fisherman. For more visit Grundens’ Guatemala gallery.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

The dry dock in Iztapa provides numerous jobs for the local economy.

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

Grundens recreational sportfishing clothing line in Guatemala

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Grundens’ Campaign Pt II – Norway coming soon…