This was my first ad for Giati, and it just might be my favorite. It’s now been 20 years since then this ad and we done close to 40 other Giati ads, mostly for Architectural Digest.On this set, we had a diving team working with us. They had a very short time window to build 3 platforms out of plexiglas. Five minutes after I took this shoot wind started blowing really hard and this was the only variation that we could pull off. I know that some of you are asking, why not do all this in Photoshop? It was definitely a possibility but almost everybody’s opinion was that reflections on the water would look too fake. After looking at the final result, we decided to bring Stonehenge in via Photoshop for some color and drama. The final image is a combination of our good old Cachuma Lake and Stonehenge! Architectural Digest rates their ads every year, and that year the Giati ad came in 3rd! All of the top ten ads were done by big ad agencies, except for ours! We are thinking now to commemorate this ad and we’ll see if Photoshop wins after 20 years.