Industry Craft > Art Direction
VIETNAM
ARNOLD WORLDWIDE, Boston / RED CROSS / 2020
Awards:
Overview
Credits
Overview
Cultural / Context information for the jury
Albeit a world-renowned organization, people are often unaware of what the Red Cross does on a local level. People are losing sight of the Red Cross's vital work around the world, perceiving the Red Cross as only helping victims of fires or organizing blood donations. To solve this problem, we needed to remind people, simply and powerfully, that the Red Cross provides relief for more extensive, global issues.
Tell the jury about the art direction.
Once the camera angle and composition were locked, hundreds of photos were taken throughout a couple of hours using only several subjects at a time. Selects were chosen based upon the subject’s emotion and positioning, and then painstakingly comped together. The light angle and the right use of colors on the composition were carefully crafted, so the two Red Cross first responders didn’t pop out of the photo right off the bat. It was important to notice the crowd running away first, and then the Red Cross heading towards need, and not away from danger.
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