Humanising Advertising
While working for Leo Burnett, I helped our team prepare a credentials presentation to pitch to new clients. An exercise that would normally involve showcasing case studies with highly crafted reels and images. This approach can usually deliver the desired impression, but it fails to connect the client with the people and personalities behind the work. It is the human connection between clients and agencies that forges trust and competence and the best work. And the main reasons why one agency is chosen over another. So a more emotional approach was needed. Our idea was to 'humanise' our work by overlaying the faces and people who's talent, skill and dedication made it all possible.
As an amateur photographer, I was delighted to be given the opportunity to photograph our team. My simple approach for this was to go with 'one light' black and white portraits. Black and white photographs strip away distraction of colour and help emphasise the subject in an honest journalistic way. Here are a handful of select images from this shoot.
