Jonathan Mannion, Capturing the Authentic Viacom Fan in All of Us

by Stuart Winchester, Viacom

 

You may not realize it, but you know Jonathan Mannion’s photography.

You know his album covers: more than 300, for artists including Jay Z, Eminem, Dr. Dre, and Kendrick Lamar.

You know his advertising: his campaign for last summer’s Straight Out of Compton, as well as work for Bushmills, USA Soccer, Hennessy, Reebok, Johnnie Walker Black Label, and Crown Royal.

And one thing you conclude once you realize you know his work: no matter the subject, Mannion’s art is inspiring and evocative, a vivid demonstration of photography’s power to reveal.

It was Mannion’s unique ability to draw emotion from such varied subjects that led Viacom’s in-house creative agency, Catalyst, to seek him out for the company’s For All Fankind trade campaign, which united everyday fans with some of entertainment’s most beloved stars to articulate the deep and lasting connection they have with our shows.

“Jonathan Mannion first came to our attention as an artist to partner with for Art at Viacom,” said Cheryl Family, head of Viacom Catalyst. “When we knew we were going to focus the trade campaign on fans, we wanted somebody who could really shoot these images with authenticity. It was important to capture the fact that these were truly huge fans, and that’s what attracted us to Jonathan’s work: he can really find that authentic moment, which isn’t an easy thing to do. There’s something in his photos that really spoke to us about why he would be great for this.”

Working on more than 20 sets in New York and Los Angeles across 10 shoots, Mannion captured everyone from NBA superstar Carmelo Anthony to a trio of drag queens from Logo hit RuPaul’s Drag Race to a New York City superfan of Comedy Central’s Inside Amy Schumer. He seamlessly united CMT’s Kellie Pickler with a brother/sister superfan duo and shot fan Roxanne Markham alongside VH1 Love & Hip Hop’s K. Michelle.

Catalyst worked closely with Mannion to ensure each of the shoots worked with the campaign, which feature more than 650 pieces of creative across outdoor, experiential, print and digital platforms. Here are just a few pieces of the work they built out using Mannion’s images:

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You can read more about For All Fankind and watch a collection of Catalyst-produced videos on the subject at fans.viacom.com.

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