There’s a very interesting space where street photography can be used in corporate marketing applications. I was approached in November by a marketing agency working on behalf of the NHS: “We’re working on a job and we need some images – like yesterday”. And the brief was a topical one: a set of images to support a digital and poster campaign to help stop the spread of the corona virus.
They needed images shot in a ‘street style’. Not what I would really call street photography but it seemed like a worthy campaign. I couldn’t say no.
This image-led campaign, which is currently running, is called ‘Spread the Facts, not the Virus” and is aimed at 20-30 year-olds. It features junior doctors and other healthcare professionals, all photographed looking thoughtful, interesting and cool – relatable to a young audience – with a strong vivid message behind them bearing the campaign’s core message. Subjects were photographed with and without masks – the masks were specially made for the campaign and also carried the campaign message.
Finding suitable models (or ‘talent’ as we call it in the business) was always going to be an issue
The first stage for me, the commercial photographer briefed for the job, was to recce locations, which needed to be in the North West and probably in Liverpool and Warrington. This was over two very cold and very wet days in November – mostly in the less salubrious parts of town as we wanted a gritty, edgy backdrop for most of the shots. Someone has to do it!
The shooting took place over two equally cold and wet days. As well as me shooting the stills, we had a film crew shooting video, which meant a unit team of around eight people – so social distancing was always at the forefront of our minds. If you’re technically minded (or interested!), I shot the campaign on a digital medium format camera – a Fujifilm GFX100 (which produces amazing) 100mb files, along with a 110mm f/2 portrait lens.
The campaign is now in full flow and is represented by a social media campaign, targeted specifically at the 20-30 group, posters and a video campaign. Let’s hope the message cuts through!
Not ‘street photography’ as we know it, but I was proud to be involved with this 🙂
Here are some sample images: