# Living Life Photography The ED McCulloch 'Lifestyle' Portfolio Shows People in their Environment By Meghan Young | Published 2010-05-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ed-mcculloch-lifestyle References: [behance.net](http://www.behance.net/Gallery/Lifestyle/469599) & [edshoots](http://www.edshoots.com) There's something about the ED McCulloch 'Lifestyle' series that just speaks to me. It's probably because it depicts people simply living their life, if that means doing their laundry or taking in an awesome sight. I'm not sure whether the ED McCulloch 'Lifestyle' portfolio is staged or not, but I think that's the beauty of it as well. McCulloch has added the perfect amount of drama to each digitally enhanced shot, showing that mundane activities can be just as epic and dramatic as more significant events. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 92% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Authenticity Lifestyle Photography:** Disruptive innovation opportunity for businesses to showcase authentic portrayals of everyday life and mundane activities. - **Dramatic Enhancement Photography:** Disruptive innovation opportunity for businesses to add dramatic enhancements to mundane activities and everyday life portrayals. - **Digitally Enhanced Lifestyle Photography:** Disruptive innovation opportunity for businesses to create digitally enhanced portfolios for lifestyle photography. ### Who This Affects Most - **Photography:** Disruptive innovation opportunity for photographers to experiment with authentic portrayals of everyday life and digitally enhanced shots. - **Marketing and Advertising:** Opportunity for businesses to use authentic and dramatic photography in marketing and advertising campaigns. - **Social Media:** Disruptive innovation opportunity for businesses to create viral content with digitally enhanced life and everyday portrayals. ## Related on Trend Hunter - [Photography Project Series](https://www.trendhunter.com/trends/still-life-1.md) - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [AI Lifestyle Image Generators](https://www.trendhunter.com/trends/scenemagic-ai.md) - [AI-Generated Poetic Photo Series](https://www.trendhunter.com/trends/emilio-alarcn.md) - [Summer-Inspired Photo Collections](https://www.trendhunter.com/trends/summer-dreaming-collection.md) - [Color Photography Exhibitions](https://www.trendhunter.com/trends/profiles-in-color.md) - [Elevated Basics Collections](https://www.trendhunter.com/trends/aaron-levine.md) - [Life Event Portfolios](https://www.trendhunter.com/trends/event-portfolio.md)