City of Blinding Lights- adventures in advertising

The image that started this.

I had originally wrote most of this for @U2's series called Like A Song.

With the use license up for the image, I thought it was time to tell the story behind how I got one of my images printed in magazines like ESPN the Magazine and Rolling Stone.

I was contacted by an advertising agency in September of 2010 asking about the image seen to the right. They were looking to use it in an up coming Budweiser ad campaign called "Grab Some Buds." It wasn't anything I had heard of but the dollar figure they quoted made me seriously consider it. 


This also proves that a shot from anywhere can be had. This image was a mistake, as outlined in the piece below. I didn't mean to take it. I almost deleted it as soon as I took it. But I kept it... not only kept it, but had mind enough to shoot at my Canon S70's highest resolution. I also backed all my images up, so I was able to pull it my from archives. Lastly, this was my 8th photo EVER to be posted to Flickr back in 2005. Never forget that almost anything can be used, a mistake with P+S camera, and one of my first posted images via Flickr. Amazing.
I was worried though. This was an image from a U2 concert, not something made for selling beer. I emailed some U2 photo friends, and some "in the know" U2 friends to ask advise. The end result was that I should go for it, but in the contract to include an indemnity clause protecting me in case U2 world came at the advertisement with lawyers. 
The thing was, I had no idea if U2 had copy-written their shows. As in, something that was uniquely theirs, and any attempt to make it pass off as someone else's or to sell another product was illegal. If you know what you are looking for in the image above, Edge is in there. 

Image used in ad in ESPN the Magazine

Well, now you know my story. I've only seen the image in ESPN the Magazine, as seen to the left here (October 4, 2010 issue), and Rolling Stone in the store. [interesting on the opposite side of a page involving Edge]
Now with some of the personal back story to this image and song.


The follow piece is taken from an article I wrote for @U2.


When I first heard "City of Blinding Lights," I was impressed. It was a big song for U2, and I thought it should have been the first song on the album. I had no idea when I first heard the song that it would twist through my life and supply me with distinct memories: from inspiring me in song, to inspiring me to help, to repaying me. 


MARCH 26, 2005 – LOS ANGELES

I was in San Diego early to take in the first two nights of the Vertigo tour. I was assisting with the @U2 pre-concert party, and hanging out with two great friends, fellow @U2 staffer Sherry and her other half, Steve. We took the day to drive to L.A. because we had time, and of course, U2 was rehearsing. If this was going to be a U2 vacation, we were going to geek it up. Then, the magic occurred. Fans who were gathered at the L.A .Sports Arena were let in with the radio contest winners to watch the last rehearsal for the Vertigo tour. To see a preview of what's to come for free before opening night was like winning a golden ticket. They opened with "City of Blinding Lights," and it was just magical: the confetti sprinkling down, the sheer joy of the moment, Bono singing "Oh you look so beautiful tonight" at full tilt. It was a defining moment in my U2 fandom, one I doubt I will be able to top. The song was perfect for opening the show, just as "Zoo Station" was perfect for the Zoo TV tour. It set the tone for the entire show.

MAY 14, 2005 – PHILADELPHIA

An accident occurred at this show for me that turned out to be somewhat magical. During the opening of the concert, Bono "appeared" to rise up under a shower of confetti at the front of the ellipse. I wanted to photograph that moment with my fancy point-and-shoot camera. I made sure the flash was turned off. While I knew what to expect, I missed the moment entirely -- I snapped too early. The resulting image, however, has easily become one of my favorites. I have moved on to more serious photography interests, from a point-and-shoot camera to a digital single lens reflex camera. I have had opportunities to officially photograph U2 for @U2 at events like the "U2 by U2" book signing, Bono receiving the Liberty Medal, and a couple U2 concerts (1, 2, 3). My interest in photography and U2 led me to the African Well Fund, where I organized three different photo auctions of U2 material by fans. The auctions raised more than $20,000 over the three years it has occurred. I put that image of "City of Blinding Lights" up for auction twice and was amazed at the money it raised for the cause. FALL OF 2010

An ad agency contacted me last fall about using that same image for a high-profile ad campaign. The money they paid me allowed me to upgrade my camera gear -- something I couldn't do easily with a young family, and one thing I couldn't have dreamed of when I took the photo five years earlier.  Every time I hear the song, I think of those distinct moments in my U2 fandom, from golden tickets and mistake shots to helping a Bono-inspired charity, and how they all came full circle in giving something back to myself.