Commercial photographer Jeff Luker has shot lots of professional campaigns, but none where he needed the assistance of a fire truck. Working on a set of images for Levi, Luker was determined to create energetic, natural photos that did not need post production or elaborate props.
His search took him up to the hills of Los Angeles where he had his models fire off real roman candles in the night sky. Once the first sparks began to explode, a standby firetruck suddenly sprang into action, soaking everything in water. Fortunately there were no real issues and somewhere in the worry over fire, cautionary hose-down and complaining neighbors, Luker got his shot. Aside from becoming the lead image of the Levi campaign, Luker also lovingly remembers it as the night he almost burnt down LA.