What's the first thing we did when we got the call for a full-blown campaign, complete with an 18-month media buy that includes billboards, magazine placements, and cinemagraphs? Yeah, we got pretty excited. There may have been a short happy dance. Since social platforms have become the dominant advertising medium, 'one and done' feels like the mantra of image use these days. It's fantastic to know that's not always the case.
The “Start Seeing Melanoma” campaign was one of those holy grail assignments we're always hoping for—the ones that give us the ability to contribute to society and to do some very creative storytelling.
Sockeye wanted to literally paint a message across skin with light—which is easier said than done. Their concept called for using bodies as our canvas—to use nudity in a provocative fashion without being exploitive.
Peter suggested we work with 3 dancers for this project, which is exactly what Andy was thinking! They are some of his favorite subjects to photograph—as they truly understand the visual impact that comes from a great pose. He worked directly with each dancer as a collaborator, giving them wide discretion over pose and their comfort level, and inviting them to view the work as he created it.
Work like this hits all the sweet spots for me. I needed to find a technical solution to a tricky lighting challenge—deliver crisp projections, balance the key lights and avoid a slow shutter speed. Once I had a solid technical solution, I was able to put it to work as a creative tool. Having both of those in hand allows me to concentrate on directing and collaborating with my talent on shoot day.
It’s a crazy thrill to be challenged by a project like this, to take my rough sketches and put them in motion, and then to discover all the ways I can build upon that first rough idea
All good projects are collaborative, and this one is a perfect example. We worked hand-in-hand with the Sockeye team to bring their concept to life.
It’s always a thrill to see Andy's work in the wild—whether via the social channels or on an outdoor board—but it’s even better to know that the work is getting attention and delivering an important message!
This is an exciting campaign and will be rolling out over the next 18 months. Send us photos if you see any of the billboards out in the wild! [update: see below!]
As always, thanks to the village that made this possible - to OHSU, to Sockeye Creative's fabulous team of Peter Metz, Zo Barazzuol (thanks for the billboard shots!), Yen Nguyen and Stacy Lorts, and my team, Terri Lodge, Galvin Collins, Cameron Browne, and Brandon Bondehag. The dancers we feature in this campaign are Kayla Banks, Xena Guitron and Tony Coray. We're honored to be a part of this family!
Outdoor Advertising doing good! Nice!