The Suburban West Realtors Association recently launched a campaign to attract new members and remind their more than 5,000 current members of all of the benefits they gain from the association. The association and their graphic designer envisioned a series of ads. Each would highlight one of the many benefits of membership.
Their campaign is modeled after a similar one that was very successful for a realtors association in a different region, so the concept for each of the scenes to be photographed was already fully developed. Our challenge was to find distinct locations at the association headquarters and in the surrounding community that were different, interesting, and descriptive enough to successfully illustrate each of the ads.
Since the ads work as testimonials, actual members of Suburban West Realtors were photographed instead of paid models.
As always, when working with real people and not models, we make a specific effort to make everyone feel at ease in front of the camera, and give plenty of direction so that their poses have a feeling of purpose.
Even with the minimal choice of locations available, through lighting and educated camera choices, we were able to deliver five images that successfully illustrate each of the ads and do not feel repetitious.