Behind the Scenes with John Rourke: Our Ambassador’s Journey

Can you tell us a little bit about yourself and your professional background?

I am the director of AdrenalMedia.com an International Media Agency for clients such as Le Mans 24Hr and the FIA World Endurance Championships, MotoGP, Fujifilm, Sony, the Clipper Round the World race and Harley Davidson providing documentary lifestyle, media content for race organisations, teams, sponsors and extreme sports around the globe. Personal work ranges from travel, to street photography with an emphasis on motion and the human connection.

I want people to witness an image I make like it’s alive, for them to taste, feel, and smell the moment…I want the viewer to be wrapped up in the images, to feel the passion the energy, like they just experienced a living moment themselves…

What does being nominated as a brand ambassador for Elinchrom mean to you?

Having used Elinchrom Lighting for a decade, it was fantastic to be asked to represent such a well know brand. It’s a great feeling to have the work you produce and the efforts validated by the brand you love to use daily. This also gives me the push to elevate my photographic journey further.

How do you personally relate to Elinchrom’s values and mission?

I think the constant strive to evolve, and succeed in producing epic imagery and stories aligns our journey together perfectly, “I want the next shot to be better than the last”.

What is your favorite Elinchrom gear, and how do you use it in your daily work?

I love the ELB1200, and the ONE, they have been my go-to for location shoots for a couple of years now, for the studio the Quadras and the ELB400 units are my regular lights. 

Now I have the THREE twin pack, chasing light is even better, faster and easier! And rapidly becoming my most used lighting choice.

A fully portable system allowing me to light almost anything, anywhere on the planet, from green-screen studio, portraits on the fly, and sport action.

Can you share a memorable experience or success story using Elinchrom products?

Every shoot with this lighting system has been a success story for the past 10 years at least! Far too many to break down, from shooting LM24 driver portraits, climbers, portraits, and probably the most memorable for all the wrong reasons was the wall of death in Italy. But that’s another story.

How do you plan to engage with our community and represent Elinchrom as a brand ambassador?

I am always available for Q&A sessions, and I try to educate when and where possible, I post more and more BTS imagery, stories, etc and more importantly, I try to lead by example. I am looking at ways to incorporate more BTS video/reels so more of that to come.

What advice would you give to other professionals looking to enhance their work with Elinchrom products?

Learn Flash and how to manipulate light, and don’t stop learning! Natural light is beautiful, but interacting with that with flash is another level. Working with both can create totally unique images and cinematic moments. Invest in good quality light and you can create confidently, not having to worry about equipment is half the battle.