Local photographer seeing the world

Joel Robison will visit 89 countries in the next nine months as an official photographer on the FIFA World Cup Trophy Tour

Globe-trotting Cranbrook photographer Joel Robison

Globe-trotting Cranbrook photographer Joel Robison

A Cranbrook photographer has landed the job of a lifetime.

Joel Robison is travelling the world as the lead photographer for the FIFA World Cup Trophy Tour.

Hired by event sponsor Coca-Cola, Robison will spend the next nine months visiting 89 countries with the trophy.

“The whole idea behind this tour is to unite the world around the sport (of soccer). The campaign is called The World’s Cup and it’s designed to give the opportunity for anyone, regardless of age, gender, ability, wealth or any other factor, the chance to see the cup, and to feel like a part of the World Cup experience,” said Robison.

Robison began his career as a photographer as a hobby, taking self-portraits around Cranbrook and altering them in Photoshop to create evocative digital images with fairytale scenes.

Despite a rapidly growing fan base, Robison’s photography was done part-time around his job working with special needs children at Mount Baker Secondary.

Three years ago, some of his conceptual pieces posted to photo sharing website Flickr caught the eye of Coca-Cola.

“I had used some Coca-Cola bottles in a few of the photos and one day got a message from someone at Coke that wanted to know if I’d be interested in letting them share my photos on their Twitter account,” Robison recalled. “Of course I agreed and I was very excited to know that they enjoyed my work enough to share it.”

But the association didn’t end there. A few weeks later, Coca-Cola got back in contact with Robison and offered him a position as a moderator and content creator for the company’s Flickr page.

“This position allowed me to use some of the company’s positive themes to create content and to motivate other fans of Coca-Cola to create their own imagery,” he said.

No sooner had that role ended in March, than Coca-Cola approached Robison with a very exciting offer: they wanted him to be an official photographer and blogger for the FIFA World Cup Trophy Tour.

So, on September 9, Robison packed his bags and left for Brazil, where the trophy tour began just days later. Since then, Robison has been hopping around the Pacific Ocean, from Tahiti to Vanuatu to Fiji.

During the tour, Robison will visit almost every continent, including more than 20 Caribbean islands, 12 Asian countries, and 16 stops in Europe.

“India is also a stop that I’m very excited to be visiting. I’ve always loved the culture and wanted to visit one day so I’m happy to get the chance. I haven’t done much international travel thus far but I think this a great way to get started,” said Robison.

He hopes to continue his own artwork during the tour as time permits.

“I am working on two projects while travelling. One is a bit of a secret that I’ll be announcing once the trip is over and one is a personal project. I’m trying to take a conceptual or fine art photo in each of the countries that we are visiting. It might be a bit challenging to do this in some places where we are only staying a day but I’m up to the challenge,” he said.

Robison said that the support he has always received in Cranbrook has buoyed him along in his career.

“I think for me the opportunity to grow and feel supported within the community has helped me to really challenge myself and to push myself to try for bigger and better things. I’m always looking for a new challenge or a new adventure and I think that Cranbrook is a great community filled with very supporting and encouraging people that really want to see other people succeed and do well,” he said.

Coca-Cola’s approach to marketing meshes well with Robison’s approach to art, he went on.

“The company really believes in sharing happiness and sharing positivity with other people and I think that my own personal motto and view on my work is quite similar. I want to share my own passion with other people and I think that’s what Coca-Cola saw in me,” said Robison.

He is not yet a soccer fan but he is learning quickly, starting with calling the sport “football” instead. Still, the trophy tour will not only celebrate the sport, but its unifying ability around the world, according to Robison.

“I think that the unifying factor that I’m going to capture is that this trophy and this experience is something that ignites a feeling of happiness and passion within millions of people around the world. Cultures that may never interact or may have tense conflict with each other, can unite over this sport and this trophy and they can be a part of a truly world changing tour,” he said.

You can follow Joel Robison’s world travels on Twitter @TrophyTour or on Facebook at FIFA World Cup Trophy Tour by Coca-Cola.

Just Posted

A tent housing a mobile vaccination clinic. (Interior Health/Contributed)
Over 5K jabbed at Interior Health mobile COVID-19 vaccine clinics

The clinics have made stops in more than 40 communities since launching last week

Provincial Health Officer Dr. Bonnie Henry talks about B.C.’s plan to restart the province during a press conference at Legislature in Victoria, Tuesday, May 25, 2021. THE CANADIAN PRESS/Chad Hipolito
Interior Health COVID-19 cases falling slower than the rest of B.C.

More than a third of provincial cases announced Thursday came from the Interior

Students at Creston Valley Secondary School put together an art installation of a replica residential school room. (Photo by Kelsey Yates)
Creston students create art installation of residential school room

The replica was decorated with a small bed, school uniform, and notes written with pleas for help

A tent housing a mobile vaccination clinic. (Interior Health/Contributed)
Second dose vaccinations accelerating throughout region: Interior Health

To date, more than 675,000 doses have been administered throughout the region

It happened this week in 1914

June 13 - 19: Compiled by Dave Humphrey from the archived newspapers… Continue reading

Marco Mendicino, Minister of Immigration, Refugees and Citizenship during a press conference in Ottawa on Thursday, May 13, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Canada to welcome 45,000 refugees this year, says immigration minister

Canada plans to increase persons admitted from 23,500 to 45,000 and expedite permanent residency applications

Emily Steele holds up a collage of her son, 16-year-old Elijah-Iain Beauregard who was stabbed and killed in June 2019, outside of Kelowna Law Courts on June 18. (Aaron Hemens/Capital News)
Kelowna woman who fatally stabbed teen facing up to 1.5 years of jail time

Her jail sentence would be followed by an additional one to 1.5 years of supervision

Cpl. Scott MacLeod and Police Service Dog Jago. Jago was killed in the line of duty on Thursday, June 17. (RCMP)
Abbotsford police, RCMP grieve 4-year-old service dog killed in line of duty

Jago killed by armed suspect during ‘high-risk’ incident in Alberta

The George Road wildfire near Lytton, B.C., has grown to 250 hectares. (BC Wildfire Service)
B.C. drone sighting halts helicopters fighting 250 hectares of wildfire

‘If a drone collides with firefighting aircraft the consequences could be deadly,’ says BC Wildfire Service

A dose of the Pfizer-BioNTech COVID-19 vaccine is pictured at a vaccination site in Vancouver Thursday, March 11, 2021. THE CANADIAN PRESS/Jonathan Hayward
NACI advice to mix vaccines gets varied reaction from AstraZeneca double-dosers

NACI recommends an mRNA vaccine for all Canadians receiving a second dose of a COVID-19 vaccine

A aerial view shows the debris going into Quesnel Lake caused by a tailings pond breach near the town of Likely, B.C., Tuesday, Aug. 5, 2014. THE CANADIAN PRESS/Jonathan Hayward
Updated tailings code after Mount Polley an improvement: B.C. mines auditor

British Columbia’s chief auditor of mines has found changes to the province’s requirements for tailings storage facilities

A North Vancouver man was arrested Friday and three police officers were injured after a 10-person broke out at English Bay on June 19, 2021. (Youtube/Screen grab)
Man arrested, 3 police injured during 10-person brawl at Vancouver beach

The arrest was captured on video by bystanders, many of whom heckled the officers as they struggled with the handcuffed man

Patrick O’Brien, a 75-year-old fisherman, went missing near Port Angeles Thursday evening. (Courtesy of U.S. Coast Guard)
Search for lost fisherman near Victoria suspended, U.S. Coast Guard says

The 75-year-old man was reported missing Thursday evening

Most Read