United Signature Service photo shoot
The objective of this project was to conduct a photo shoot for United Signature Service, a premium concierge service. The aim was to refresh the existing library of branded photos to enhance awareness and promote the service effectively. As the leader of the photo shoot, the goal was to capture high-quality images that showcased the service's benefits and personalized experience, aligning with United's updated branded photography style.
The process commenced with a comprehensive inventory of existing photos to identify areas for refreshment and improvement. Concurrently, efforts were made to update United's branded photography style to be more stylized and visually engaging. Extensive planning and research preceded the photo shoot, encompassing model selection, location scouting, shot selection, storyboarding, staffing, wardrobe selection, makeup, and airport logistics. On the day of the shoot, thoughtful art direction ensured the desired imagery was captured effectively.
Storyboarding played a pivotal role in guiding the creative direction of the photo shoot. I directed the team to craft storyboards that outlined the narrative and messaging of each shot, ensuring clarity and alignment with our brand's vision. We also created photo composites to visualize the rough layout of each shot, facilitating effective planning and execution of the desired imagery.
Model selection was a crucial aspect of the photo shoot, and I played a key role in overseeing this process. Our team dedicated thorough attention to evaluating candidates to find individuals who authentically represented our brand values. It was essential to choose models who exuded confidence and professionalism, embodying the essence of a seasoned professional concierge. Additionally, we sought diversity in backgrounds and a youthful, modern aesthetic to resonate with the target audience of young professionals likely to use this premium service. Through portfolio reviews and careful consideration, we handpicked models who perfectly encapsulated our brand's customer persona.
In collaboration with the brand team, I led the creative team in crafting wardrobe selection guidelines for the photo shoot. Beginning with our brand attributes, we defined the customer personas that each model represented and tailored their attire accordingly for a travel setting. By aligning the wardrobe selections with our brand vision and the unique characteristics of our target audience, we ensured that each model conveyed the desired image and resonated authentically with our target audience.
The outcome of the photo shoot surpassed expectations, with the new photo library representing a significant upgrade in quality and style. By incorporating the updated branded photography style and effectively showcasing the benefits of United Signature ServiceSM, the photos garnered positive feedback and met all necessary requirements. Post-shoot responsibilities, including photo selection, post-processing, and distribution, were carried out efficiently, facilitating the dissemination of the new imagery to interested stakeholders and effectively promoting awareness of the service.