SITUATION PlaneTechs provided contract aviation mechanics to its customers. Being a highly specialized business unit of TrueBlue, PlaneTechs needed proprietary imagery for their marketing that highlighted their actual workers on real job sites.
CONTRIBUTION As the Creative Director, I directed and photographed the real workers in a private Arizona aviation facility. I focused on highlighting their dedicated personalities in actual work situations in order to pay-off the brand’s value proposition and “Passion for Precision” tagline.
RESULTS The efficient photoshoot yielded a large library of images that PlaneTechs used for a myriad of marketing campaigns.
SITUATION Thermarest had many photographers from around the world who submitted product-in-use photos. Our challenge was getting imagery that both communicated the brand promise and highlighted the latest product benefit or feature.
CONTRIBUTION As the Creative Services Manager, I managed a pool of approximately 80 global photographers. The best way to help them and Thermarest succeed was to use my quick sketching skills to visualize scenarios that demonstrated the brand and/or product promise. I created many thumbnail sketches that provided clear conceptual direction for the photography process.
RESULTS This one was shot by Dan Patitucci and ended up on the cover of a Thermarest catalog.
TrueBlue Photo Styles
SITUATION TrueBlue needed a well-articulated brand language for their photography assets.
CONTRIBUTION As the Creative Director, I created numerous stylistic guides for branded photography that helped both photographers and brand managers plan and execute on-brand photography as efficiently as possible.
RESULTS The TrueBlue photo library evolved from a collection of thousands of irrelevant uncatalogued photos to several hundred very strategic, easy-to-access images.
SITUATION Branded photos are an essential part of any brand’s repertoire of important creative assets.
CONTRIBUTION As Art Director, Creative Services Manager and Creative Director, I've planned and led several multi-day photoshoots around the country. Using a refined shot list, stylistic guidelines, an openness to spontaneity, and lots of coffee, I’ve produced many great shots for several brands.
RESULTS This detail-oriented approach results in proprietary photo libraries with evocative, well-tagged, finely catalogued, and rights-controlled images.
TrueBlue Work Image
SITUATION TrueBlue needed a new design for their annual benefits enrollment brochure.
CONTRIBUTION Serving as Creative Director, I led brainstorming sessions for cover and page template concepts. We decided on the idea of building the words “Work” and “Play” out of the materials of work and play. We then went about the meticulous task of acquiring a myriad of these materials for the photoshoot that took place in our on-site photo studio.
RESULTS The brochure was a creative success and served its purpose perfectly.