How David W. Johnson Ensures Authenticity in Campaign By Anchoring Shoots in His Lived Experience

Authenticity. A word we all hear on creative calls, in casting rooms and during editing rounds. How can we come across as authentic to our audience? How do we relate to the groups we’re advertising to? How do we ensure that we are representing our audience accurately? For David W. Johnson, he believes his lived experience is the key to translating authenticity into his work. His vision through story keeping and his varied background bridge the nuances of different cultures and perspectives. Most recently, this approach was exemplified by a campaign he shot for Coors Lite, where his lived experience as a Black man was crucial for creating an authentic campaign. 

The Coors Light campaign aimed to celebrate Historically Black Colleges and Universities (HBCUs) and the broader Black experience. The initial concept felt more general to David, and as he reflected on his own experience, he helped guide the creative team to reshape the narrative and paint a more detailed picture. Even going so far as to write a poem for his treatment, reflecting on his time tailgating at an HBCU with his father, set him apart from other photographers and in the end, created a campaign that spoke truly to the black experience. 

This is a powerful example of how personal history and cultural insight can transform commercial projects. David’s purpose-driven approach ensures that his work remains a catalyst for change, challenging the status quo and paving the way for more inclusive representation in the creative industry.

What was the creative concept behind this shoot?

The campaign aimed to celebrate Historically Black Colleges and Universities (HBCU) in a variety of settings. On the initial creative call, Initially, the discussions were very generalized about the Black experience, so I felt that I could add great value to the shoot through my own experiences and help guide the direction they were trying to go. I understood the food experience, the social experience, the music experience, all of it, so  I used my experience as a template for the direction they wanted, and they saw the value in that. That’s part of what made the job happen.

What strategies did you use to translate the general creative into the final images that evoke emotion and explore the black experience? 

I tried to anchor the entire shoot in my lived experiences, remembering attending HBCU games with my dad, the joy, the laughter, and the food – all those elements were crucial. My approach was bridging those past moments into the present to create a future vision. For instance, I remember going with my dad to HBCU football games in Chicago, tailgating, and feeling a strong sense of community. These memories of joy, laughter, and food were impactful. I felt called to write a piece for the treatment that encapsulated these ideas, making the campaign feel authentic and grounded in real experiences.

Heading Back Home, By David W. Johnson:

Growing up my granddad would start the grill at 7 am to prep the charcoal for a full day of low and slow ribgrilling. I could tell stories about playing cards late into the night with my cousins and grandma, and my cousins making fun of me because I clapped offbeat to the music. My father and I would drive every year to as many football games as he could afford to take me, and I honestly can’t remember who won any of those games, but I can remember the sweet smell of hot links, and jerk chicken on half barrel grills; all while Al Green and the O’Jays played in the background.  

Since then, I have gone from parents and grandparents dragging me to each of these cornerstone moments in Black culture, to creating them myself in my own home and in my own social settings.  This is something that has deeply enriched my perspective on community and its powerful impact on individuals young and old. It has also caused me to become fluent in several cultural contexts. In the  Black community, these aren’t just vignettes of relaxation, these are moments of sustenance and have historically facilitated survival in some of our most difficult moments.  

Throughout our past, ownership has been difficult to come by, and these are the spaces we have found a sense of belonging. In a way for Black people home has never been about a place to lay your head, or leave your things, home has been about these deep moments of joy and togetherness. Home is found in the way we dance to our favorite song and tell another story on the front porch when we should’ve been in bed hours ago. Home is in the way we use our recipes to honor those who have passed. Home is never just a place, it’s something we ultimately find in one another.  

With that in mind, I deeply appreciate this work that Coors Light is endeavoring to do, because it strives to represent the life experience of the community I came from. In that way, this isn’t external work to create; it’s internal work to share and part of who I am already. 

How did you ensure authenticity in the casting process?

I asked potential cast members about their experiences, like their favorite memories of growing up, or getting together with family for holidays. Seeing their genuine enthusiasm helped us create authentic moments on set. I always like to ask casting questions that get people to share their personal stories. When people light up and share those memories, it creates a real connection that translates into the photos.

Even though this wasn't a motion shoot, having them speak about their experiences on video helped us capture their genuine emotions. It was about creating a shared lived experience, not just acting. When we talked about good food in New Orleans, it brought smiles and laughter, which translated into the shoot as something real.

Were there any memorable moments during the shoot?

During the grilling scene, everything felt right, but I had this thought that something was missing. We were shooting outside in New Orleans so the man grilling was warm and starting to sweat. I realized that in a real-life BBQ, he would have a rag or something over his shoulder to wipe sweat or mess from the grill. It’s a small but significant detail. Adding that brought the whole scene together. It was authentic and real, not something you could script. It’s these little touches that come from lived experience.

Any final thoughts on the experience of shooting this campaign?

It's all about capturing real moments and translating them into the shoot, which makes the final product resonate with viewers. Working on this campaign reaffirmed the importance of authenticity in my work. It’s not just about creating beautiful images but about telling stories that are real and meaningful. This experience was a reminder that my lived experiences and cultural insights are valuable and necessary in creating genuine and impactful work.