Promotional photo shoot art direction

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Promoting an event of this caliber requires a gallery of on-theme images for use on social media, company communications, and an internal website. Beyond pre-event promotion, the images are used at the live event on signage, swag, and screens. Being on the team dedicated to crafting this experience for the employees was an exciting challenge, each year presenting a new theme and new ideas to dream up.

In planning for the initial photo shoot, I worked with the team to recruit in-house models, purchase props, scout locations, rent equipment, and plan the run of show for the shoot days. Each scene was planned according to how the final photo will be edited and where it will be used, whether pre-event or live event.

As the photo shoot spanned two days, I worked closely with the design and event leads to ensure each photo we created matched the theme and the initial vision.

I love the challenge of taking a simple idea and turning it into a specific moment in time for these photos. You can see here how we took photos from the ideation stage, captured them on-site, and then edited them into something different for the final deliverable. Capturing the images and then seeing them made into a separate world, all to speak to the employees about this event is a unique experience. It was a big change from my previous experience in photojournalism, where you’re capturing images solely to tell a story of that moment in time and therefore need to be as truthful as possible. This is the other side of the coin, reliant on your imagination, how big you can dream, and how much fun you can have.

Behind the scenes of the photo shoots from 2019 & 2021