ISRAEL X MAXIM

Maxim

A SYNOPSIS

A Word From Our Client

“The Legacy Untold delivered unparalleled strategic advice, creativity, and execution to this collaboration. Their team worked tirelessly to identify the best locations for photoshoots across Israel and manage each shoot and the local production team directly. Every detail was carefully considered and executed at the highest international standards.  Mark Lakin, the founder of The Legacy Untold, is also a noted fine art photographer and was our photographer for the 18-page travel portfolio. Mark’s unique ability to produce, direct, and capture arresting landscapes, rich cultural treasures, top luxury hospitality, sexy hot spots, and spectacular portraits, truly brought this project to life. The overall quality of the work delivered was simply extraordinary and speaks for itself. Even on a tight timeline and often challenging circumstances, the team from The Legacy Untold were true professionals. They worked around the clock, making quick game-time decisions, and providing innovative solutions, resources, and the leadership that made this massive project a major success. Having known Mark Lakin personally for several years now, he is truly an inspiring and multifaceted human, whose expertise is multidimensional and boundless — from his deep professional experience in business and law to his creative talents across so many disciplines including marketing, travel, fine art, and design. Mark is also a dedicated humanitarian and conservationist and has a special ability to  bring out the best in those around him to support a good cause. I’m looking forward to working with The Legacy Untold and Mark again on another big project.”Susan Kilkenny, SVP Integrated Sales & Marketing at Maxim Inc.

 

The Client

The Ministry of Tourism of Israel in partnership with MAXIM and world-renowned French fashion photographer Gilles Bensimon.

 

The Task

Israel is often featured in the press with regards to internal conflicts, political strife, and heavier subjects such as religion. The Ministry of Tourism sought to rebrand Israeli tourism by focusing on the many things that unite the country rather than divide it, such as its exceptional cuisine, world-renowned nightlife, fashionable gorgeous secular people, charming neighborhoods, myriad of independent businesses, and innovative entrepreneurs. We were asked to help develop and execute an uplifting story that would include desert, city, sea, fine art, top luxury hotels, traditional markets, chic speakeasies, mega yachts, adventure sports, and the local innovation hubs driving global change across sectors.

 

The Legacy

A 28-page show-stopping spread featuring (1) supermodel Kate Upton shot by Gilles Bensimon, three times Sports Illustrated swimsuit cover model and the subject of the 100th Anniversary Vanity Fair cover, (2) a whimsical 18-page travel editorial shot by our Founder Mark Lakin. The issue’s launch party was a 1000-person star studded red carpet event in Los Angeles.

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