Speaking of the news we reported earlier, regarding Cadillac’s partnership with “The LIFERS Project” to bring us all a photographic collection featuring people “chasing their passions,” the video below was uploaded to the luxury automaker’s YouTube channel just yesterday.
Photographer Matt Alberts, who started The LIFERS Project around 2 years ago, is an avid student of the wet collodion process of photography, first used around the mid-1800s. It’s since fallen out of vogue because – among other reasons – it necessitates almost immediate chemical development, thus requiring a mobile photo development studio if one is to use the obsolete photography process in the field.
Hence the trailer being towed toward the end of the video.
But Mr. Alberts is very passionate about the archaic wet collodion photographic process, and started The LIFERS Project as a means to exercise his own niche passion, while capturing subjects whom he calls other “lifers,” or those who devote their lives to chasing their own passions. The photographic series that Alberts is embarking upon for Cadillac, dubbed “The Seasons Collection,” will do just that over the course of a year. The photographer will chase lifers whose passion is wintersports, those who skate, and those who surf and do other water sports.
Chances are strong that the photographic series will feature a lot of current Cadillac vehicles, as well.