The Marlboro Man campaign, conceived by Leo Burnett and photographed by Norm Clasen, is arguably the most iconic ad campaign every photographed.  Norm's stunning iconic photography was some of my first impressions of the American West when I was young, as it was seen in just about every magazine published in the 1980’s and billboards across the US. His incredible sense of story, combined with his acute eye for finding great light even in the harshest of conditions, is truly inspiring. Norm was kind enough to sit down with me to share his stories and techniques.  I hope you enjoy this episode! Norm Clasen (b.1939) was born and raised in Southern California. An avid outdoorsman from an early age, Clasen's passion for photography grew from his love of the natural world. After attending the University of Colorado, Norm moved to Aspen in 1962, where he founded and ran an independent advertising agency.  In 1978, a series of coincidences led to Clasen being invited to shoot for Marlboro.  The campaign was a natural fit, drawing on his intrinsic understanding of horses and the cowboy way of life. Clasen would go on to spend the next thirteen years of his life as a principal photographer for the campaign.  Clasen’s authentic point of view helped guide the campaign to its zenith, with his work appearing in newspapers, magazines, and billboards across the world; helping shape a visual lexicon integral to the iconography of the American West. Norm Clasen lives and works in Carbondale, Colorado. Find Norm's work at his website:  https://normclasen.com/ And his Instagram @normclasenarchive Find me on Instagram @toddritondaro Join the Frame and Sequence Substack newsletter for more podcasts and semi regular newsletter exploring photography, cinema, art, and travel.