Shoot a series of portraits for The High Cost of Poor Health Care campaign.
Since the client asked for a healthy subject that looks worry about its health future, I am thinking to shoot a composition that will have two main elements: in the foreground we will see empty orange containers, well known as a standards medicine containers all around America, the second element is the subject – could be a man or a woman. The subject looks directly to the camera, it is concerned about its choices.
One side of the subject’s face will be well lit, while the other side will have shadows with the intention of creating a contrast that will reinforce the duality in which the subject is immersed.
The light will have an important role since it will create the mood of the ad as well as the dramatic aspect of the subject situation: healthy but without insurance.
The main message the client wants is about encouraging people, that have no insurance coverage, not to be afraid of getting one. As the client states:Ā “We want citizens to see these ads and relate to the people in them.ā These people used to live without insurance, but now they have no more excuse to get coverage.
The client wants people to know that getting coverage matters. The target is a vast multiracial and multicultural audience.
It will printed in major and local Newspapers as well asĀ local print advertising reaching Latino, African-American and Asian/Pacific Islander communities and lesbian, gay, bisexual and transgender (LGBT) communities.
The campaign will include billboard advertisements, transit shelter displays and convenience store posters that will appear in a variety of languages, including Spanish, Chinese, Vietnamese, Korean and Tagalog.
In the article by Mitsy Lopez-Barancello, planning director, and Yashoda Sampath, research lead, called The Fringe is In: “Multicultural” Marketing in a Millennial World.
https://tinyurl.com/y8dzv6ap
The author refers to the Pew Research Report (https://tinyurl.com/ycrfm9dd) that states “43% of millennials identify as non-white, and that number is growing.”
The article also mentions that “targeting market is dead.” two important aspects to take under consideration at the time to create the ad campaign since the diversity complicates any attempt to define a conventional audience.
Gabriel Flores
High contrast lighting will go a long way to communicating the message of the High Cost of Poor Health Care article.
I am also asking you to create a campaign for a health insurance company called coveredny.com. These portraits should be entirely different in feeling and lighting-probably relatively low contrast and generally light and bright.
And both should of course represent the audience.
Hello Prof. Michals
I appreciate your comments, they are clarifying the main purpose of the projects. I really enjoy this class.
Thanks,
Gabriel Flores