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Dignified, supportive, sociable, peaceful, respectful, active, affordable…these powerful words are used throughout the collateral and advertising to describe the accommodations and environment at the Saint Francis Residential Community in New Jersey. However, it is the custom photography — shot by Studio Gramercy partner Michael Paras — that truly brings the new marketing campaign to life.
To keep costs low, we found local actors who wanted to have new images for their portfolio. We borrowed the props and used clever art direction techniques to create images with top quality production value. Short focal length lenses allowed us to use very few locations and to avoid disrupting the daily routine of the community.
The campaign is to include printed collateral, website, advertising and an oversized hardcover book. We also produced marketing materials for their event catering business (ex: bride image).