PHOTOGRAPHY
Nothing is more powerful than well written words coupled with good photography that just. Feels. Right.
Farmers and ranchers are some of the most discerning audiences when it comes to visual representation of agriculture (IYKYK). Whether I am out in a pasture behind a camera, directing an international photoshoot to support a global rebranding, or am helping the creative team dig through portfolios of ag photographers to find THE shot, I have a trained eye for what will (and will not) land with agriculture audiences that support the communication objective.
Unpopular opinion: I am not a proponent of Photoshop.
Hear me out.
Yes, I know how to use it. It’s a fantastic tool. But when it comes to using photography as a tactic to connect and build trust with producers, I rarely open that program, and rarely will I advise a creative team to do so.
Real, raw, unedited photos connect with producers. What a lot of folks might see as an imperfect shot that needs “some lipstick on the pig” to another is a beautiful and authentic moment captured in time that hits home exactly the way it is.
Even if that means leaving a swoosh of poop on a bull’s hindquarter.
PIC Brand Photoshoot
U.K., Germany, U.S.A. (Nebraska, Iowa) | February - April, 2017
With bags packed and a new brand strategy recently minted in hand, Robb Long and I (on behalf of Paulsen Marketing) departed South Dakota bound for London to start a multi-week photoshoot that would take us throughout the U.K., Germany, and the Northern Great Plains of the U.S. The objective? Capture as much photography of PIC’s team, the producers they partner with, and the pigs they support as a foundation to the global PIC rebranding campaign aimed at visually alining their marketing materials with the what they were already doing in the field.
The images we captured during that shoot are still used by PIC today.
My role: Photoshoot director, coordinator, assistant, pig wrangler, light holder, account executive to PIC
