PHOTOGRAPHIC DIRECTION / POST PRODUCTIONHEART OF NY - FLAGSHIP RENOVATION
Client: Bloomingdales
Role: Senior Image Editor, Photographic Direction contribution (Micro-site)
Campaign: Heart of N.Y. showcased the stories of well-known New Yorkers Sarah Jessica Parker, Christy Turlington Burns, Alan Cumming, Yankees’ shortstop Didi Gregorius and Elaine Welteroth to encapsulate the energy of NY and speak to the emotional connection people have with Bloomingdale’s. The OmniChannel campaign featured across print, outdoor, digital, social platforms, and in exclusive video components, celebrated the newly renovated 59th Street flagship Store.
As a part of the Bloomingdales creative team, my specific contributions where the post production for Sarah Jessica Parker and contributing to the photography direction for the Microsite.
OPPORTUNITY
Following the Heart of NY campaign's initial print media plan presentation I noticed an opportunity to potentially enhance the authenticity of the campaigns narrative.
PHOTOGRAPHIC DIRECTION PROPOSAL
Bloomingdales cultivates a culture of sharing ideas so I presented a direct flash portrait photography deck to creative leads as a possible way to capture the campaign's emphasis on personality and authenticity without changing any of the photoshoot preproduction with the following key concepts:
Direct flash film portrait photography style to directly connect the viewer to the subject and their story, introduce visual depth and remove pretense associated with commercial studio lighting.
Potential use of Signature Bloomingdales bag in creative ways.
Authenticity in portraiture showcasing full emotional range specific to each personality.
Intentional and integrated prop usage for a more cinematic storytelling effect to avoid the feel of stock photo composites.
FINALS:PRINT MEDIA
Although the original photographic direction was retained, I contributed to the print campaign by completing the post production for Sarah Jessica Parker.
FINALS: HEART OF NY MICROSITE
The Heart of New York Microsite Photographic Art Direction did beautifully align with my proposed Heart of New York photographic Direction.
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