Photo District News...PDN WriteUp on the LensCrafters Shoot
Photographer: Bil Zelman
The goal for the new LensCrafters ads, explains Joe Kayser, Group Creative Director at Cutwater, was to position the company as a provider of eye care, rather than just a retailer of eyeglasses. As Kayser explains it, his pitch to LensCrafters was, "You're going to talk to everybody, not just someone who's 48 and needs bifocals." The creatives at Cutwater envisioned photos of all of LensCrafters' potential customers, shot in a photojournalistic style. But to get the look, the images needed to be shot in a photojournalistic way – like a Life magazine photographer roaming the country on a long assignment. Once the team chose photographer Bil Zelman for his relaxed, slice of life people photography, Kayser convinced the clients that if they wanted the kind of authenticity they were looking for, then they could not go to the shoot, and he couldn’t be there, either.
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