Jim Erickson is on the floor of the laundromat. He’s face-up with a high-end film camera in hand, having no qualms to do what it takes to capture Ellen and Ernesto in the best light for a spot about an elderly paraprofessional and a man with special needs. This comes second nature to Jim as a legendary, award-winning still and motion photographer in the field for over 30 years. But today it has new meaning.
With healthcare on the minds of many, Jim captures emotional stories of aging, relationships, health and community with a simple, authentic voice, shedding a majestic light on seniors and the years passing. “The human connection is the strongest currency we have,” Jim states, “seniors hold a key to that role in our lives that is often overlooked. It’s a story that needs to be told, everyone loves someone who is aging. The legacy seniors pass on is both compelling and informative.”
A native of Eau Claire, Wisconsin, Jim began taking pictures when he was fifteen years-old, feeling the camera was an invitation to take a closer look at the world. People quickly became his most favorite subject. He received formal photography training at the Rochester Institute of Technology, then settled in Raleigh, North Carolina for many years, before relocating to Northern California in 1991, first to San Francisco where he could pursue his career in a larger market. Later he moved to Petaluma, located in Sonoma County, where he and his business reside today.
One of the qualities he attributes to his success is his ability to capture emotional, intimate portraits with a light on aging that deeply connect with the viewer. His straightforward, documentary style captures real stories and a fleeting moment well told. Over his prolific career, he has created timeless imagery for hundreds of blue chip clients, including AT&T, American Express, Wells Fargo, Cisco, Pinnacle Entertainment, General Motors, HBO, Pfizer, Merrill Lynch, United Airlines and Home Depot. Jim is also an award-winning photojournalist and commercial photographer, winning over 100 awards from the most recognized industry publications and organizations around the world.
Jim’s business, Erickson Stock specializes in telling intimate stories. One look at Jim’s relaunched stock video and photography site brings into sharp focus his passion for topics on aging. The site has come of age itself, with Royalty Free images and e-commerce functionality for the first time. Before, his highly curated, in-demand collection was exclusively Rights Managed. This is still the case for half the photos, and all the videos.
Today, it’s the creation of his new prepackaged spots (such as the one starring Ellen ad Ernesto) that is revolutionizing the industry with a simplistic approach fueled by the power of storytelling. It also has the added benefit of a low-cost approach, since Jim does most of the work himself. “When people see certain spots, they can’t believe it was filmed by a one-man crew. Having the closeness and trust with the talent creates an intimacy you can’t replace.”
The storytelling spots are an innovative, turnkey solution in providing a brand’s identity in video, with a human touch. Industries can now license the spots as is (with stories, voiceovers, sounds and music intact) or Jim customizes them for each brand.
This is a renovation of his business model formed 20 years ago. It began with his motion and still images, a website, assignments and insisting on keeping the copyright of his work. So, when he was between assignments, his business could keep flourishing. Jim reflects that, “The work naturally gravitated towards healthcare, family and seniors. It’s the personal imagery that clients find the most compelling. I also carry a camera with me all the time.”
But with the advent of cameras, technology and the ability for people to capture images with phones, the stock photography market has taken a definite turn. Photographers are encouraged to sell their imagery at bargain prices. But Jim notes, “Clients always gravitate to quality…we photographers can revitalize the value of our work by standing for quality.”
Given the current climate in stock photography, he reflects that, “Videos have become the pervasive medium to communicate. It’s a powerful language.” Throughout his life, Jim has been an innovator and long-time surfer, two assets that hone his ability to ride a wave, or shift direction if a bigger one is on the way.
