Photographer Director Eli Meir Kaplan recently embarked on an exhilarating journey through the streets of Manhattan and Brooklyn, documenting the vibrant essence of Citi Bike. Collaborating with StudioNow, the shoot was meticulously organized, covering every detail from locations to talent and wardrobe. Eli had the opportunity to select one assistant and a production assistant, who played an essential role in keeping the team on track during the shoot.
The brief for the project was clear: to produce instructional stills and videos showcasing how to unlock, adjust, and return the bikes alongside dynamic lifestyle shots. Eli spent a day with the producer pre-shoot, scouting locations to perfectly execute the vision. Although he had no say over the talent, he was impressed by their professionalism and adaptability, making the shoot flow smoothly.
A highlight of the experience was the last-minute decision to shoot in Dumbo, which provided stunning visuals that Eli couldn’t have anticipated. “It’s funny how sometimes I’m asked to photograph iconic spots like the Brooklyn Bridge, which I typically would avoid. Yet, after the shoot, I find myself pleasantly surprised by the results,” Eli shared. Using mostly natural light and a reflector, he captured the energetic vibe of the city, making it a treat for him to return to his New York roots.
See more from the project below. For more of Eli’s work, visit his Workbook portfolio.
Represented by Freda Scott Creative.
