# Household Floatography Johnny Lupton's 'Impossible & Improbable' Makes Chores Look Like Fun By Michael Hines | Published 2011-01-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/johnny-lupton References: [photographyserved](http://www.photographyserved.com/gallery/Impossible-Improbable/820844) & [behance.net](http://www.behance.net/JohnnyLupton/frame) Johnny Lupton has somehow managed to make household chores interesting in his 'Impossible & Improbable' spread. 'Impossible & Improbable' features men and women doing seemingly [mundane activities](https://www.trendhunter.com/trends/routines-collection) that are made amazing by the fact that they are floating. I really like the direction that was taken in Johnny Lupton’s 'Impossible & Improbable' shoot. It is surprisingly a lot more interesting to see people doing regular activities while floating than to see them doing [extraordinary things](https://www.trendhunter.com/trends/ladder-series) like jumping between buildings or flying. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 71% | Activity: 27% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Floating Photography:** Opportunities for innovative photography in capturing everyday life from a different perspective through floating images. - **Transforming Mundane Tasks:** Disruptive innovation opportunities in transforming mundane tasks into visually appealing and exciting activities. - **Creative Imagery in Advertising:** The use of creative imagery in advertising, such as floating as a way to make everyday products more appealing. ### Sectors Adopting This - **Photography:** Innovative methods in photographic techniques, including floating photography, as a way to capture and market everyday life. - **Household Products:** Opportunities to creatively reimagine and re-market household products to make them more appealing through the use of visually creative imagery such as floating photography. - **Media and Advertising:** The potential for disruptive innovation in advertising and media by creatively reimagining and developing new marketing strategies with visually creative imagery such as floating photography. ## Related on Trend Hunter - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Artful Suspended Fashion Exhibitions](https://www.trendhunter.com/trends/invisible-figures.md) - [Fluid Function Art Exhibits](https://www.trendhunter.com/trends/optical-flow.md) - [Floating Component Dining Chairs](https://www.trendhunter.com/trends/floating-top-chair.md) - [Home-Defining Artistic Flags](https://www.trendhunter.com/trends/everything-is-temporary.md) - [Painting-Immersive Photo Exhibits](https://www.trendhunter.com/trends/new-ground-exhibition.md) - [Statement Street Art](https://www.trendhunter.com/trends/surreal-street-art-1.md) - [Surrealist Beauty Lines](https://www.trendhunter.com/trends/toiletpaper-magazine.md) - [Mountaintop Cantilevered Residences](https://www.trendhunter.com/trends/levitae-house.md)