Oct. 15, 2024

Ferris State alum Andrew Maguire brings eye for adventure, connection to latest Pure Michigan campaign

Photographer Andrew Maguire might base his creative practice in Colorado, but there's no question his heart belongs to his home state of Michigan. 

So, when the state’s official travel and tourism arm Pure Michigan offered Maguire the opportunity to work on their summer 2024 ‘Fresh Lives Here’ campaign, he didn’t have to think twice. 

“Growing up in Michigan and seeing the Pure Michigan ads, it was something that you always were aware of,” he said. “The works falls perfectly into my wheelhouse, and I knew I would love doing something with real people who live and thrive in Michigan and make this state and all its nooks and crannies such a special place.” 

Since graduating from the Photography program at Ferris State University’s Kendall College of Art and Design in 2009, Maguire has established himself as one of the industry’s foremost active lifestyle and mountain sport photographers. 

He's trekked to the summit of Mount Kilimanjaro with actress Mandy Moore for an extended Eddie Bauer brand campaign. Followed a Land Rover being put through its paces on the winding, snow-swept roads of Iceland. From the Australian Outback to the summit of Mt Blanc, Maguire’s vision has taken him and his team around the globe two dozen times and counting.   

“I want my viewer to feel like they could be the subject matter in my content,” he said. “It’s not about showcasing the person at the top of the mountain with a flag; it’s about making you feel like you’re right there with them as one of the group. That means finding interesting vantage points or different lenses and techniques to enhance the moment and end up with a shot that’s inspiring.”

For ‘Fresh Lives Here,” Maguire and Detroit-based production company Hudson Artists were tasked with highlighting not just Michigan’s boundless natural wonders, but the connective energy and thriving culture of its city centers as well.

They journeyed across the state over a whirlwind four days of capturing real Michiganders showcasing their passion for some of the best the state has to offer in the way of sport, recreation, art, and food. 

First stop: Hamtramck and Keyworth Stadium, home of the Detroit City FC USL Championship franchise. The team has become a staple of the Detroit sports scene since being started in 2012 by five city residents looking to harness the growing popularity of soccer to promote their hometown and help build community.

“We started with a group of local youth soccer players who held a practice at the stadium and then followed them through to watching the pro game later that day to tell this full 360-degree story of how Detroit embracing this sport is bringing people together,” Maguire said. “The atmosphere during the pro game was unbelievable. Detroit City FC fans are as wild and full of passion as any soccer crowd I’ve seen.” 

From there it was west to Grand Rapids and a wholly different vibe, as Maguire and the Hudson Artists crew captured a live jazz performance at one of the city’s newest nightlife destinations, the wine bar GR Noir. 

“It was such a cool setting and ambience,” he said. “We wanted to highlight how Grand Rapids is steadily evolving in terms of culture, cuisine, and community. 

Then, it was time to head up north and into the wilderness. The team spent a day with a group of rock climbers in Marquette, and then the next with a group of mountain bikers on the Keweenaw Peninsula. And it wasn’t just the action they were after. 

“We found this amazing climbing spot that I had never seen before, and it ended up making the campaign,” Maguire said. “Being in Colorado, climbing there is so prevalent it’s almost like second nature. There’s this different level of comradery and passion around climbing in the Michigan, and we really felt that from the group we photographed.” 

While Maguire shot stills over the four days, the Hudson Artists team shot video footage, including interviews with the Michigan residents whose adventures and entrepreneurial spirit they’d been soaking up. The result: a campaign that stays true to Pure Michigan’s roots while moving it into new territory by showcasing not just places but the culture, connection, and experiences they inspire as well. 

It’s this kind of complete immersion that first led Maguire down the path toward his current creative practice. After graduating from KCAD, he spent time in the commercial product photography industry doing mostly studio shoots of vehicles and furniture, but something was missing. 

“I was blessed to be busy with work, but I felt this kind of distance between my artistic desires and my personal interests,” he said. “I was getting burnt out early and didn’t want to be in the studio all day.” 

On a whim, Maguire tagged along with a group of adventurers who spent their winters trying to surf in the Great Lakes. On top of some amazing photos, he wound up with a reimagined sense of what he wanted out of life behind the lens.

“That experience led me to build a portfolio out of finding and showing these interesting pockets of adventure and pursuing work that was more meaningful to me,” he said. “I like to be outside and get dirty and capture people and stories that are exciting and inspiring. 

To emerging photographers looking to carve out their own unique career path, Maguire stresses the importance of pushing yourself outside of your comfort zone. 

“You have to be willing to go out on a limb and do things that are uncomfortable,” he said. 

And when it comes to building a successful photography business, your people skills matter just as much––if not more––than your portfolio. 

“It’s about being a part of a community. Whatever niche you’re focusing on––whether its food, fashion, nature or something else––know the people in those industries. Drop in at events. Connect authentically and take time to nurture relationships so you keep in touch and stay top of mind” Maguire said. “I’m 15 years into this business and word of mouth opportunities are still the main way I get work." 

With ‘Fresh Lives Here’ in the rearview, Maguire now turns his camera toward Yosemite National Park, where he’s been hired to refresh tourism photography. This coming spring, he’ll be in Vancouver to continue shooting photos to support a rebrand campaign for Brooks Running. 

But no matter where his career leads him next, he plans on staying firmly in the moment.

“No matter what client I'm collaborating with, I approach my projects through a documentary lens, and I try not to contrive the action on set beyond the location and framing,” Maguire said. “The true magic unfolds when you allow your talent to let loose and pursue their passion.”