# Calescent Californian Captures Cameron Rad Turns up the Heat with Natural Light in His Work By Ana Lopez | Published 2011-10-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cameron-rad References: [mymodernmet](http://www.mymodernmet.com/profiles/blogs/rad-fresh-photography) & [cameronrad](http://cameronrad.com/) Cameron Rad knows how to capture the true essence of life at the seaside in California. This beach series is seductive and fresh, with nothing rehearsed. Based in Los Angeles, Rad uses the spectacular natural light that California offers to give every shot a mesmerizing jovial touch. Gorgeous, carefree young models transport viewers to the beach where love, dreams and curiosity coexist. The sun, the ocean and the landscape are perfect elements to create the feeling of freedom of the teenage years. These shoots could be the perfect marketing campaign for clothing brands such as Hollister or [Abercrombie & Fitch](https://www.trendhunter.com/trends/aaron-levine). Cameron Rad is an editorial and lifestyle photographer whose work is composed of photos that reflect the lives of teenagers and twentysomething adults in a [California-inspired environment](https://www.trendhunter.com/trends/california-holiday). His use of light and camera angles produce a [vintage/retro style](https://www.trendhunter.com/trends/analog-life) to most of his shots. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 91% | Activity: 81% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Natural-light Photography:** Opportunities for camera and lighting equipment manufacturers to innovate and create tools for photographers to capture natural light and unique angles. - **Youthful Lifestyle Photography:** Opportunities for fashion and lifestyle brands to incorporate youthful, carefree photography style in marketing campaigns and product branding. - **California-inspired Aesthetic:** Opportunities for interior designers and home decor companies to incorporate California-inspired aesthetics and themes in their designs. ### Who This Affects Most - **Photography:** Businesses in this industry should consider developing tools and technology that allow photographers to achieve natural light and vintage/retro effects. - **Fashion:** Fashion companies could use the youthful, beachy aesthetic and style for their product branding and social media campaigns. - **Interior Design:** Opportunities for interior designers and home decor companies to incorporate California-inspired aesthetics and themes in their designs. ## Related on Trend Hunter - [Summer-Inspired Photo Collections](https://www.trendhunter.com/trends/summer-dreaming-collection.md) - [Sun-Lit Anniversary Campaigns](https://www.trendhunter.com/trends/corona-100-years.md) - [California-Inspired Ranch Hotels](https://www.trendhunter.com/trends/sun-ranch.md) - [California-Inspired Apparel Collections](https://www.trendhunter.com/trends/california-holiday.md) - [Sun-Soaked Resort Collections](https://www.trendhunter.com/trends/golden-hour-getaway-collection.md) - [California-Inspired Fragrance Lines](https://www.trendhunter.com/trends/halcyon-coast.md) - [Real Time Film Filters](https://www.trendhunter.com/trends/vsco-capture.md) - [Coastal-Inspired Activewear Launches](https://www.trendhunter.com/trends/set-actives-new-drop.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md)