Aerial and Travel, Landscape Photography, Art Direction, Post Production
Florida / California / Oregon / Wyoming / South Dakota / Wisconsin
BBDO client S.C. Johnson needed to build brand awareness for their legacy product OFF! The multi-SKU brand had never really had an integrated umbrella campaign. The problem wasn’t that people weren’t aware of the brand or its effectiveness; rather, they just needed to be reminded to spend time outside.
Create a catalog of landscape images to be used supporting the campaign slogan "The Outdoors Misses You". Remind people of their relationship with the great outdoors and encourage them to get back out there. The landscapes should be varied and wide-ranging, where people would likely escape throughout the United States. "Think BIG and VAST!"
The biggest challenge was generating images ahead of the spring/summer travel season. Much of the US was still in winter when the commission started. The only reasonable area of the country that resembled summer was Florida. We decided I'd start the campaign in the swamps. As the rest of the country thawed, I began traveling and shooting in California, Oregon, Colorado, Wyoming, South Dakota, Montana, and finally Wisconsin. All told the commission stretched from March to August. The entire campaign shot on a Hasselblad HD40.
I delivered a series of compelling images licensed for digital, internal communications, advertising, and promotion.
All images are available for RM Stock and fine art prints.