I’ve seen many a creative brief that’s populated with predictable buzzwords of the moment. Exhortations of authenticity and relatability lead the list.
I’m sure that articulating an idealized description of the person who will represent the client’s product or service is tall order. Let’s face it, describing the aspirational is hard work.
Even harder is the task of simulating authenticity and relatability. That’s why casting is so important.
Getting the right person means that nobody is faking it.
I’m the luckiest participant in this collaborative exercise because I get to experience it all through my camera.
Proving once again, that a picture really is worth a thousand words.
About the author: I am Stephen Kennedy, an experienced photographer specializing in creating environmental on-location portraits and corporate photo libraries for blue chip companies.
Stephen Kennedy, Photographer: 314-621-6545