Commercial Narrative Photography
What began as a seven day architectural assignment for the design firm Imagination Group ended up as a lifestyle shoot with real people; all of which was part of their branding campaign for the be.Group who runs several retirement communities throughout Southern California.
We were able to turn on a dime for them since my background as a photojournalist gave me the flexibility to do so. The new direction dovetailed with a personal project I was doing on a senior group practicing Tai-Chi.
The be.Group wanted emotive images of real people that would resonate genuiness and lifestyle options at their communities. But, since we were shooting real people who were not compensated, I had limited control over my subjects and summer temperatures affected how long I could keep my subjects on set. So, even though we photographed during actual events I often had to direct or shape events to give the images meaning. Hence I had to respond to my subjects as a photojournalist and shape the set as advertising photographer would; then polish the work in post production.
At our studio we wear multiple hats to make our projects work for our clients.