Shanghoon Gets His Glow on for Adidas

by Alex Beetham on February 8, 2016

TMAC BLUE Background 06 NO GLOW_RGB It sure didn’t take Shanghoon very long to get back in the studio.  Days after his plane landed bringing him home from an educational few months abroad (more on that soon,) he was approached by Adidas Canada.  You haven’t heard from him recently, so here’s the man himself to give you the low down on some sweet new kicks:

It’s no secret to those who know me that my favourite sport is basketball. So it’s an exciting time in Toronto these days, with the NBA All-Star game just around the corner.

When Adidas approached me to shoot the brand new shoes for Damian Lillard (Portland Blazers), James Harden (Houston Rockets) and retired Raptor Tracy McGrady, I was super excited, especially because they gave full creative control – as long as it involved Aurora Borealis and snow, in keeping with the theme of the series. It was a challenge to make the shoes glow for a long period of time – thanks to Bryan last name, we were able to track down the right LED UV lights to get it done. Thanks also to Franc Madden for helping to create these awesome snow explosions.


It’s been incredibly rewarding to see these shots spread through the sneaker head community online this week, with hundreds of Instagram posts from all around the world, including one from Damian Lillard himself.

Thanks to Connor and John from Adidas for trusting us with this execution and for guiding me through the creative.

ps – The Aurora shoe is now my go-to pair for my Friday night pick up games, so I can personally vouch for how great they are!     – Shanghoon

GlowFinal#2Client:  Adidas Canada
Photographer:  Shanghoon
Creative Team:  Coner McAvoy,  John Febbraro
Assistants:  Bryan Ulrich, Jon Wayne Brown, Jeff Jamison, Hassan Mohamed
Proping:  Franc Madden


TMAC GREEN Background 06_NO GLOW_RGB Potato snap of Shanghoon behind the camera:

IMG_4060 IMG_4054

These kicks are already getting love around the interwebs, from sports figures to sneaker aficionados alike:

-  Adidas Basketball
-  Sole Collector Announcement
-  HoopedUp

More on Shanghoon coming soon…

All Images & Video © Shanghoon


    Shanghoon shoots McDonalds without farmers?

    by Westside on October 8, 2015

    What do you get if you take the egg farmer out of the McMuffin?  What do you get if you take the Milk farmer out of the McFlurry?  What about the Potato farmer out of the fry?  Well, you get Shanghoon’s newest set of images for McDonald’s care of Benjamin Playford and the folks over at Tribal DDB.  Take a look below to see what that all means.

    P51596_MCD_Fries_1920x1080_E_small P51596_MCD_Nugget_1920x1080_E_small P51596_MCD_Egg_1920x1080_1E_small P51596_MCD_McFlurry_1920x1080_2E_small P51596_MCD_BigMac_1920x1080_E_small

    “I was thrilled to be able to play a role in creating the print visual for the latest McDonald’s campaign, focused on Canadian farmers.  The idea of missing ingredients and floating layers of food was technically challenging but really cool – so, right in my wheelhouse!  We had to come up with ways to physically keep each layer of food in the air, so a lot of armature wire and clear plexi glass was used in the process.”- Shanghoon


    “The shoot took place in Montreal, where the agency, Tribal DDB, had set up the shoot for the broadcast portion of the campaign. That meant we got to pool resources and use the same food stylist and creative team for both components.  The food stylist, Noah Witenoff was fantastic to work with.  It was a pleasure to watch him style the Big Mac and the other classic McDonald’s items.  He nailed it every time he made it.

    The AD, Benjamin Playford, and the Tribal DDB creative team including Chris Webden, had double duty of going back and forth sets between my stills set and the broadcast set.  But thanks to them, it went incredibly smoothly!  This campaign was really fun to work on, not only did I get to venture outside my studio to shoot, seeing my shots running on billboards, bus shelters and in McDonald’s restaurants around the city is really rewarding, especially because I love the way it came out.

     Thanks everyone who worked and helped bring this campaign to life!” – Shanghoon

    DSC01195 image1 mc_3 mc_4 mc_5 Screen-Shot-2015-09-18-at-1.17.10-AM

    Agency: Tribal DDB Toronto
    Art Director: Benjamin Playford
    Photographer: Shanghoon
    Production : Westside Studio
    Producer : Phaedra Kennedy
    Food Stylist : Noah Witenoff


      Shanghoon’s got a brand new bag!

      by Westside on September 30, 2015

      Separating the trash into the proper receptacles not only does good for the environment, but it also fulfills the obsessive compulsive tendencies that are just far too fun to satisfy.  In the past little while, you may have received a piece of mail that depicts bags wanting to hop into their previously off-limits bins.  Under the creative direction of Zach Muir-Vavrina and Freddy Nduna from Publicis, Shanghoon was able to make these bags really reach their audience (pun shamelessly intended).

      “I’m always happy to do my part to spread the word on noteworthy causes, so I was glad to be involved in this City of Toronto campaign on recycling.  The city wanted to let everyone know that things like bread bags and soil bags qualify to be recycled, and Zac Muir-Vavrina and Freddy Nduna brought that to life with this concept of recycling bins acting like magnets.  The bags were styled on set with wires (and lots of tape!) to make this execution seem as realistic as possible.”     – Shanghoon

      City of Toronto_097_RGB agency


      So how were the bags made to look like they were reaching?  Well that’s simple, you take the bags, bend them around some wire, tape them and scrunch them just so.  Then voila!  The bag is seemingly longing for it’s recycling receptacle companion.  This was shot completely at Westside Studio, check out some behind the scenes photos from this shoot below!





      Agency: Publicis
      Art Director: Zach Muir-Vavrina
      Copywriter: Freddy Nduna
      Photographer: Shanghoon
      Producer: Phaedra Kennedy
      Production Company:  Westside Studio
      Assistants: Jon Wayne Brown, Heather Gilmour


        Shanghoon with a Tangerine Twist

        by Alex Beetham on May 7, 2015

        In the hustle and bustle of this industry, photographers often have jobs tucked away on a (hopefully multiple) hard drive(s) that, well, just sit there.  That’s a shame, and good work deserves to be shared!  For example, Shanghoon just re-discovered this refreshing campaign he shot a couple years back for Molson.

        Here’s a step by step look at creating Shanghoon magic:

        Step 1)  Acquire many tangerines.


        Step 2)  Have a skilled food stylist peel some perfect twirls.


        Step 3)  Delicately prop said swirls & twirls.


        Step 4)  Take a (many) break(s) to play with Mandu.  Would you look at that face!?  (For more Mandu, search #westsidewoofs on instagram)


        Step 5)  Apply Shanghoon digital sorcery.

        Step 6)  (not pictured) Dedicate a decade of relentless work to your craft, constantly experiment with gear & techniques, surround yourself with talented & enthusiastic people who share your passion, and just be flat out talented.



        Not too shabby for something forgotten about in the archives, eh?

        All Images © Shanghoon


          Shanghoon’s Lovin’ It.

          by Alex Beetham on March 6, 2015

          Coffee is the life blood of a photo studio.  We creatives crave the magical caffeinated elixir to fuel our mornings, push us through the afternoon slumps, sustain our evening conference calls, and then lighten our eyelids for all night emergency retouching sessions.  Alternatively, procrastinate all day and start work at 11pm because, well, creatives.  It’s amazing what juices flow when one’s over caffeinated at 4:00am…

          With that said, it of course made for a perfect pairing when the fine folk from Cossette approached Shanghoon to create some dark roasted magic for McCafe’s new “Perfect Roast.”  Observe:

          McFreeCoffee_for blog

          Here are a few words from the ‘hoon himself:

          My first project of 2015 was for McCafe’s Perfect Roast, and I was glad to spot the shot on billboards all over town this weekend. I love coffee. Drink it every day, a few times a day at least. Hope you guys have a chance to try the new McCafe dark roast!

          Credit where Credit is due (AKA, The Magic Makers):

          Client: McCafe
          Agency: Cossette
          Photographer: Shanghoon
          Designer & Art Director: Greg LeBlanc
          Art Director: Deborah Prenger
          Production: Westside Studio
          Producer: Phaedra Kennedy
          Prop Design & Stylist: Franc Madden
          Assistant: Abe Roberto

          Keep those eyes peeled for billboard placements all over the 6! (minus the woes)

          McDonald's Billboard
          And a little BTS look see into Shanghoon’s set for the day:

          _DSF3684Jan 15 2015
          All Images © Shanghoon
          BTS Image © Alex Beetham

          { 1 comment }

            If you’ve spent any time with Shanghoon, you know that he’s essentially the Korean P.Diddy.  So it was really no surprise to me when I heard Traffik Group approached him to pop bottles, strut with models, and make that Vodka sparkle like only Shanghoon can.   Behold:



            When I first saw the Ciroc layout, I wasn’t sure how the talent and product shots were meant to be handled together – and the project presented an extra challenge for me, because I don’t usually shoot people. But doing a test shot helped me figure out the proper angle and way to manage the talent in the background to get all the elements to fit in the picture. It was a great experience, and it turns out that I do love shooting people! It was also fun to get out of the studio and spend a day in a club – we had a blast.

            Thank you to everyone from Westside and Traffik who came out to be in the shot!

            Enjoy Ciroc during your holidays.  -  Shanghoon

            Client:  Ciroc
            Agency:  Traffic Group
            Photographer:  Shanghoon
            Producer:  Phaedra Kennedy
            On Set Producer:  Kirsten White
            Creative Director: Dylan Welsh
            Art Director: Phil Smith
            Beverage Stylist:  Sarah Sweeney
            Wardrobe Stylist:  Nadia Pizzimenti
            Hair & Makeup: Taylor Savage
            Assistants: Jeff Jamison, Bryan Ulrich, Brendan Smyth

            2014-11-04 10.59.21

            Brendan, Jeff, & Bryan look on as Shanghoon lays out the battle plan.


            Hey! If it isn’t our very own super-agent/model hybrid, Caitlin Robinson!

            Stay tuned for some exciting new work from Shanghoon in 2015!

            Images © Shanghoon
            BTS Images © Kirsten White


              Tasty Treats w. Shanghoon

              by Alex Beetham on November 26, 2014

              Howling winds and snowy squalls make many a stomach crave warm, gooey comfort food. Shanghoon and food stylist Sarah Sweeney cooked up a delicious creative with this homemade turkey pot-pie. Try and keep from drooling.

              Food Creative Sarah119_01F Food Creative Sarah144_01FAll Images © Shanghoon

              Shanghoon & Sarah on set:



                Archive has love for Westside

                by Alex Beetham on November 7, 2014

                We’re thrilled to have 3 featured campaigns in the upcoming issue of Archive!  Keep your eyes peeled for these winners:

                Some George Simhoni location work in British Columbia for Suburu:

                George Simhoni for Suburu

                George Simhoni for Suburu

                Anthony Redpath had a blast creating these images for PlayLand:




                Last but not least, a Xeomin campaign from Shanghoon:

                Shanghoon_Scissors Shanghoon_Tongs

                Congratulations all around!!



                  by Westside on January 30, 2014

                  In great tradition, households across North America are currently preparing themselves for the potentially unforgiving combination of delicious party snacks and lots of alcohol – oh, and yeah – football too. As the person in charge of ensuring their athletes are able to eat and drink as much as possible, it’s important that a household coach take the necessary precautions to prevent loosing players to injury. So if you’re this year’s coach, hosting a team who have the potential to cause sooner than planned bathroom renovations or require an industrial sized bottle of air fresher, take note of today’s star player.

                  © Shanghoon

                  Created with Joel Arbaz and Matt Antonello from Saatchi & Saatchi, today’s campaign from Shanghoon has nothing to do with football, but it does feature some really cool models and it’s hero is sure to save many this coming Sunday.

                  Ranked #01 overall when it comes to taking care of your belly business, Gas-X will work hard to ensure your players wont be bothered by the distracting thoughts caused by pressure and bloating. Allowing their full focus to be on the game – or eating another family sized serving of their favourite bacon wrapped somethings. No matter, Gas-X is there for you.

                  © ShanghoonPhotographer: Shanghoon
                  Client: Gas-X
                  Agency: Saatchi & Saatchi Canada
                  Art Director: Joel Arbaz
                  Copy Writer: Matt Antonello
                  Model Maker: Franc Madden
                  Assistant: Colin Rycroft

                  Here’s Shanghoon to tell you the real story behind the campaign,

                  Some people might shy away from the challenge of taking foods and turning them into deflated balloons, but that’s the kind of work I embrace – though believe me, it was a challenge!

                  I can’t tell you the amount of time Colin and I spent going back and forth between the grocery store, the hardware store, and the studio, gathering materials and experimenting how to best illustrate and represent these balloons.

                  After many failed attempts I decided it was time to call in the big guns: model maker Franc Madden. I’ve worked with Franc on many projects, so I knew he’d be able to create exactly what we were looking for and he really nailed it! A big thanks to Franc, as well as Joel and Matt on such a great project. ~S

                  © ShanghoonAll Images © Shanghoon



                    by Westside on October 24, 2013

                    Things are looking mighty different over on Shanghoon’s website as of this morning, so here’s a quick word from the man himself about what’s new in his world.

                    I am pleased to release a new campaign that I worked on with Anomaly for the new Budweiser Crown, a premium amber lager that’s been brewed with a caramel malt that delivers an incredible smooth flavour!

                    Along with this new campaign I am also pleased to announce the launch of my brand new website over at!

                    To see more recent campaigns and other assignments, head on over to and check out my new work section. ~ S

                    © Shanghoon

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                    © Shanghoon

                    So you know the drill. Drop that finger and go get an eye-full of awe and wonder courtesy of the all new
                    Images/ Video © Shanghoon