Wednesday, April 20, 2011
Portfolio Review with Stella Kramer
Wednesday, April 13, 2011
Case Study: Caletti Cycles Brand Campaign
Over the course of the next four weeks we'll be shooting a brand campaign for a local, independent bike builder in Santa Cruz. I thought it might be interesting for ya'll to see what goes into shooting a project like this and get a glimpse into the creative process - from concept to completion.
THURSDAY, APRIL 29, 2011 - INITIAL CLIENT MEETING
We had our first client meeting with John Caletti of Caletti Cycles in Santa Cruz, CA. John has been hand-building bicycles since 2003 and over that time has made an impressive career building custom bicycles for his unique clients. We reached out to John to help expand their brand using photography. The purpose of the initial meeting is to gather the information that will help us define the creative direction for the project. We talk about things like brand messaging, and target audience and we kick around keywords that help define the emotional connection we want to create. John built his business with the principals of a unique craftsmanship, a responsibility to the environment and the Santa Cruz community, and an authentic passion for all things cycling – and with his brand he wants to cater to authentic people who are healthy, unique and passionate about the ride in whatever form it takes.
SATURDAY, MAY 7, 2011 - CLIENT CREATIVE MEETING
Today we met with John to discuss the creative direction for the campaign. At this point, it's important that John and I are on the same page about the concept and that we both walk away from this meeting knowing exactly what we want to communicate and how we will show it visually. The concept that I wanted to present had to do with creating 3-4 mini success stories from his customers in a visual style. John really works closely with his clients to create a bike that is just as unique as they are so I wanted to highlight some of the customers that have benefitted the most from his process.
Creative Concept = Showcase each facet of Caletti Cycles culture by focusing on individual riders/clients and their personal stories.
The campaign will highlight one rider from three different genre's of cycling - road, cyclocross and mountain biking. Because one of the core values of the Caletti brand is "authenticity" we want to shoot real customers in their real environments on their real bikes and showcase the real culture that surrounds each genre. Once finished, the campaign will live as an image slideshow on www.caletticycles.com which shows each rider doing what they do best, on their bikes, with a testimonial quote about John and unique elements about their bikes.
Check back with us over the course of the project and watch the events unfold!
We had our first client meeting with John Caletti of Caletti Cycles in Santa Cruz, CA. John has been hand-building bicycles since 2003 and over that time has made an impressive career building custom bicycles for his unique clients. We reached out to John to help expand their brand using photography. The purpose of the initial meeting is to gather the information that will help us define the creative direction for the project. We talk about things like brand messaging, and target audience and we kick around keywords that help define the emotional connection we want to create. John built his business with the principals of a unique craftsmanship, a responsibility to the environment and the Santa Cruz community, and an authentic passion for all things cycling – and with his brand he wants to cater to authentic people who are healthy, unique and passionate about the ride in whatever form it takes.
SATURDAY, MAY 7, 2011 - CLIENT CREATIVE MEETING
Today we met with John to discuss the creative direction for the campaign. At this point, it's important that John and I are on the same page about the concept and that we both walk away from this meeting knowing exactly what we want to communicate and how we will show it visually. The concept that I wanted to present had to do with creating 3-4 mini success stories from his customers in a visual style. John really works closely with his clients to create a bike that is just as unique as they are so I wanted to highlight some of the customers that have benefitted the most from his process.
Creative Concept = Showcase each facet of Caletti Cycles culture by focusing on individual riders/clients and their personal stories.
The campaign will highlight one rider from three different genre's of cycling - road, cyclocross and mountain biking. Because one of the core values of the Caletti brand is "authenticity" we want to shoot real customers in their real environments on their real bikes and showcase the real culture that surrounds each genre. Once finished, the campaign will live as an image slideshow on www.caletticycles.com which shows each rider doing what they do best, on their bikes, with a testimonial quote about John and unique elements about their bikes.
Now that we know what the driving concept will be, we can dive into pre-production. We know that we'll be featuring 3 riders of various cycling genre's so John will begin to touch base with his clients to see who's interested in being featured. We also know that we'll be shooting a road rider, cyclocross rider and a mountain biker so we can start to plan for locations. Ideally we'll look for a location that can support both road and trail bikes within a close distance to each other to minimize travel time in between. At this point I'm also starting to get an idea of what kind of images I want to shoot and how I want to shoot them. I have an idea to mount our Canon G10 to the bike frames using a Manfrotto Magic Arm and trigger it remotely with our Paul Buff Cyber Commander unit while the riders are on their bikes.
Now it's time to book the crew and start scouting for locations.
Check back with us over the course of the project and watch the events unfold!
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