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Loupe welcomes Kayle Lawson to its roster
Lexus RX campaign by Kayle Lawson.
Artist management and production company Loupe has welcomed New Zealand-based photographer, director and creative director Kayle Lawson to its roster.
Working across stills and motion, Lawson’s work sits at the intersection of culture, fashion and sport, combining a cinematic aesthetic with an instinctive documentary approach.
His creative foundations were shaped through Melbourne’s skateboarding community, where he developed his eye through street photojournalism. That experience continues to influence the way he captures people, movement and culture today, says Loupe.
Push creative boundaries
“I’m so excited by Kayle’s work,” says Emily Moon, Loupe founder and director. “His ability to push creative boundaries while staying true to his own visual language is something really special. There’s an honesty and cohesion that runs through everything he makes, and we’re looking forward to bringing that to the advertising landscape.”
Lawson’s practice extends beyond image-making. His background in creative direction gives him the ability to shape a brief, define its visual world and carry an idea from concept through to execution. That broader approach is reflected in ‘Mine alone Aotearoa’, an immersive exhibition Lawson curated for Good Sport and adidas Aotearoa, where he selected and curated the work of a carefully chosen group of local photographers.
His growing portfolio spans campaign, editorial and brand storytelling for local and international clients including Asics, Lexus, Coffee Supreme, Defender, Salomon and Heineken.
“I developed my eye on the streets and built my practice through a largely self-taught approach,” says Lawson. “Seeing that translate into commercial work has been incredibly rewarding. To be invited to join Loupe and sit alongside such an incredible group of talent is a great privilege.”
