Josh Franer for LP Building Products

How do you make building materials fun? You put them into real-life context, shot through the honest lens of photographer / director Josh Franer, of course.

LP Building Products and advertising agency GS&F collaborated with Josh to illustrate the brand’s story in beautiful golden light, genuine familial moments and active product scenes (which, side note, has got me rethinking my home’s current siding choice… I mean, look how much fun these people are having in their LP world… I’m calling my contractor...)

Traditionally using straight product photography for their campaigns, “Our client was stepping out of their comfort zone,” says Brian Hodges, the GS&F art director for the shoot; as Josh is the co-creator of the stunning “This Built America” project for AOL & Ford, featuring brands like Lodge Cast Iron and Airstream, he’s a pro at pairing products and people to tell a great story. “I have to resonate with some aspect of the quality of the product, the storyline, or talent so that authenticity on my end—the finished product—shines through,” says Josh, and we totally agree.

See more of Josh Franer's work here: https://bit.ly/2MsMtx6