AAA

The power of realism
in capturing
human moments.

Purely out of lack of guidance, the use of overly staged and processed stock images was the norm at AAA. Previous guidelines didn't really go beyond the most basic best practices nor visualize the brand platform. This lack of communication created confusion, client requests like “Can they be smiling, we are a positive brand” as the model in question is looking at a crashed car, were the norm. Time only perpetuates the problem within an organization. The quickest solution becomes a visual clarification of the brand through shooting a brand library.

Art Direction

Your brand
can change on a dime.

Even with brave clients, change is always hard and visual direction can be plagued with slow evolution compared to brand voice. For effective change in an organization, a clear path needs to be set with a lot of hand holding, brave flag carrying towards the goal, and some constructive empathy. 

This is the path I set while taking their hands and leading the charge.