the lure project.

The fisherman’s spoon slipped from his hand and was struck by sunlight as it met the water. Shimmering, it appeared to dance toward the bottom of the lake. Within seconds the lake’s inhabitants attacked the spoon, and the idea of the North American fishing lure was born.

This story is also a great example of what can happen when new light is shed on a subject.

Inspired by classic fishing lures, The Lure Project has been photographed underwater to create a new sense of awareness of artwork and the environment.