We were lucky to be able to work with Denver Zoo to create Zoo Lights 2010 campaign. Of the three concepts we presented, they chose the “Ode to the Nostalgic” design. The campaign centers on capturing the awe of Denver Zoo’s magical winter wonderland with a father and his daughter enjoying the over two million holiday lights and animal sculptures. The key element in the creative is the imagery, and we searched for the right pairing of people and lighting through various stock image libraries, unsuccessfully.
It was important to have a close-up of the child’s and parent’s face to engage the audience with an emotional image. “I want my child to enjoy this experience and I want to be able to share it with them.” We are lucky to have an amateur photographer enthusiast (who doubles as our Flash Guru) on staff, and as a result, we were able to keep all the photography in-house and keep the costs low. We used our own lighting equipment, props and models. The images were shot with a Canon EOS 5D Mark III SLR, and we think the final image captured the nostalgic and soft feeling we were looking for. Being able to provide our clients with some in-house photography when needed helps to cut costs and get the shot we need without sacrificing quality. Once again, Denver Zoo Lights was a great success, and we are looking forward to hopefully working with Denver Zoo for the 2011 Zoo Lights.