Showing posts with label Lenscrafters. Show all posts
Showing posts with label Lenscrafters. Show all posts
Friday, June 15, 2012
Wednesday, October 7, 2009
Write up in PDN...Out in Print This month...How to Shoot Video Profitably, Part 2
Still photographers moving into video often lose money because of unexpected costs. Here are the extra expenses every video estimate should cover.
Monday, September 21, 2009
Cutwater Explains the "Why" Behind the new LensCrafters Campaign
To keep a natural lifestyle feel to the ads, group creative director Joe Kayser, art director on the campaign, said real people were cast for the print, shot by Bill Zelman, and the spots, directed by Joaquin Baca-Asay of Park Pictures. “We wanted to film real people doing real things,” said Kayser, who used the hands of cast and crew, even his own, to create the heart framing. “[The idea] was show us what people love to see, let’s pretend we’re the eyes of 90 different people.”
How we captured 22,000 images
To find real-people subjects, producers Megan Power and Heather Smith called ......
To find real-people subjects, producers Megan Power and Heather Smith called friends and advertised on Craigslist. They wanted people in each ad to have real-life relationships. "If someone looked interesting, we'd ask if they had a wife or kids or friends who could come along," Zelman says. As Kayser says, "If we're going to show a couple making out, they should know each other." For each group, Zelman set up scenarios, then photographed their reactions: He got a magician to entertain the kids in his neighborhood; for some adults, he set up a wine party on a rooftop in San Francisco.
Lencrafters: A Hands Off Approach to Real People
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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