Just recently discovered that the Phillips 66 Aviation Fuels website won a Gold Addy in 2016, which I created the images for in late 2014. The Addy's are a big deal in the advertising world, and although most agencies won't admit it, they really like to win them.
While awards are nice, it was not on my mind when we were creating the images for their advertising needs.
What was I thinking about? In no particular order, they were…
1. Creating arresting images
2. Make sure the images communicate the client's message
3. Concentrate on the client's list of images primarily, and create other images as time allows
4. Make sure the support team is well coordinated to maximize the client's ROI
5. Keep everybody hydrated and well fed. It was hot out there!
6. Be especially attentive to suggestions from the art director
Originally, we were contracted to create 24 distinctly different images over the course of two days, in Opa-locka, Florida, in mid-September.
In the end, 32 different images were delivered. Of the 24 selected for inclusion in their marketing/website efforts, almost half were images created as the ideas popped into my head that were not originally on the shot list, created at no additional expense.
It should be mentioned that there was a team of seven (digital tech, first and second assistant, producer, stylist, makeup artist, caterer), 5 paid models with strict time limits, and of course the team from the agency and client. In all, I think there were 13 people on set at any given time. The folks at Fontainebleau Aviation were most helpful, and largely due to their cooperation, there were no logistical problems.
After the shoot, I received a note from the agency art director telling me that I had done a "good job." This meant a lot…and we are still in touch, even though he has moved to another agency.
One of the things I really enjoy about this whole process is collaborating with the client. Once I know what they have in mind, my imagination kicks in, and I'm happy to offer visual suggestions they may not have envisioned. It usually works out for all concerned...and adds to the creative possibilities available to the agency/client in crafting their marketing message.