CLAUDIA HART
contact
+61 490 380 154
claudia.hart@live.com
PHOTOGRAPHY
When we had the opportunity to create a photography brief for Getty Images, I saw this as a huge opportunity to bring some sophistication and emotion the our brand identity. The brief was to maintain our disruptive nature and not conform to the very generic retirement photography.
Instead of the 'old couple on a beach' or a money pot with a timer next to it, how do we add excitement and feelings of financial security to our photography bank?
At Cushon, we'd often like to refer to a pension as a 'future fun' account, so how do we depict that through photography?
I started this project by clarifying goals and getting some first ideas down. After looking through (a lot) of stock imagery I was able to wittle down all the inspiration I could find to one distinctive style:
• Featuring a diverse group of people aged 50+: genders, ethnicities, disabilities, and relationships to be represented.
• The images should be positive, featuring people enjoying the moment, living their 'best life'.
• Show the above in different scenarios enjoying their freedom to do what they want to do and have been working hard to achieve
• Avoid cheesy and posed shots. Look for authentic moments where time is being shared, or enjoyed on their own. People don’t have to be laughing or smiling all the time, they could be concentrating on something they love doing
• Time spent well with those they love doing the things that they love
• Authentic imagery –real people having real experiences. No beautiful models.
• It should feel candid rather than a staged set/photo
• Shots should feel positive and optimistic but do not need smiling faces everytime.
Our brand helps people to build a feel good future, this is the essence of what we are trying to capture. (references in the gardening pictures in the moodboard)
• Try to find shots that capture a moment. Could be a feeling of intimacy, of happiness or joy, bliss or connection.
The below inspiration shots were provided with the brief.
As Cushon's primary colour is pink, I also wanted the images to always have an item in pink to provide brand recognition in our photography bank. Below are results of the brief which was a huge success and very well received across the business!
RESULTS
