Every once in a while I get the call: “we need you to go for few days to (a certain city, neighbourhood, location) and come back with a bunch of photos that will create a unique and appealing experience with our potential customers” .
You see, the shroud advertisers and brand professionals know that in order to get people engaged in a product, you first need to create an experience that will have an emotional effect on them. Now you can write all the right words on a beautifully designed website, explaining how one’s product is so wonderful. But honestly we all know that people attention span is so short this days (in fact you probably didn’t read this far and you are now just scrolling through the images) that they will probably won’t read it.
what if you could show them a gallery of images that will evoke a certain emotion that will have them think, “I would love to experience THAT!”
For example, when Udi from Parzar brand agency called me to commission me for The Inbal project he said to me that they are creating a new brand experience to this already well known establishment. He said that instead of just showing potential guests the rooms, facilities etc, they want to convey a “life changing experience” (those were his exact words) by directly connecting the hotel to it’s surroundings – Jerusalem.
My team and I spent hours, researching, scouting and planing constructing what would be an unforgettable, life changing moment. Where? who? when? what will be the time in the day? that will be a real authentic moment. Eventually, once we had a list of these very special moments we went out to shoot.
For 10 days, we shot real families, young couples, older couples, larger families and smaller families, taking them through these extraordinary experiences. It was so strong that we didn’t need to fake emotions, they were present the whole time (even though the 18 hour days). In fact, at the end, they all thanked us for a “life changing experience” (those were their words!). Brilliant, isn’t it?
Eventually, through this reportage, we were able to create a strong emotional connection between The Inbal hotel and the life changing experience of a vacation in Jerusalem. And if you want to see more images from this wonderful project you can click HERE or go to The Inbal Jerusalem website.
Now, you might say, well its Jerusalem, the location itself is enough to evoke strong emotions so what’s the big deal? and you would be right, it is a very emotion enhancing location.
So let me answer you this, and with that I will conclude. For the last couple of years, with the creative direction of Udi from Parazar, I shot countless of reportages for many different clients. From real estate projects all the way to retirement residences, from Hotels to entirely new neighbourhoods, and in every project we did I was always able to emotionally connect to the why would someone want to buy, invest or be a part of a project, (and not just for the ROI). Hence, I was able to translate it via photography to an emotional stimulant and create a significant value not just for my client but for their clients as well.
Thank you for reading this. I hope this was invaluable to you. And if you want to see more of my reportages please go to my “selected projects” tab and click on any of my reportage projects.