Elevate Minnesota is a new campaign developed by Olson Engage to promote a consortium of trade unions in Minnesota, with a goal to raise public awareness about the benefits that unions offer their members and the community.
Rather than depicting union members in their gritty construction clothing, this campaign focuses on showing union members as everyone's next door neighbors. These are real people in their own clothes. We also had some of the members hold their own tools in the photographs. The images will be used across a wide campaign – on the website, in ads, and as part of short web videos.
Shot over two days, we captured union members, including a few families with multiple generations of members to create a small library of portraits of each person. Additionally we shot slow motion video portraits of each person to be used in the edits of the web videos. The original concept had been to use exclusively a slideshow of still photos with voice-over helping tell one highlight of each person's story - but I suggested also shooting the slow-mo video portraits because seeing someone smile in slow motion highlights their humanity so effortlessly.
Through the proposal and bidding process I presented a treatment to Olson with a few different creative directions for the portraits, to land on a style that would best align with the feeling of the campaign. We settled on a style that drew from the simplicity of the lighting to really let the portraits be first and foremost about the Elevators. One key challenge was to build a set with strobes to capture crisp stills and a second set with continuous lights for motion, yet to have the look match perfectly across the two sets.
This was a great project to be involved with. I am thrilled to parter with Olson on this campaign, as it is the first of its kind, supported a group of unions, educating the general public. I love bringing my editorial experience with people who are not used to being in front of a camera to a commercial project like this one. There was a large crew of people involved in this project to help it come together. Everyone was instrumental in making this campaign a success, especially our Elevators.
Photographer and Director - Nate Ryan
DP – Jules Ameel
Assistant – Matt Hintz
Digital Tech - Chris Worlow
Producer – Tanya Silver
Hair and Makeup – Ashlee Ellert Fearing
Retouching - Hunny Digital
Agency – Olson Engage
Integrated Producer - MK Smith
Creative Director – Scott Muskin
Art Director - Misty Marquis
Account Director – Joe Campbell
Account Supervisor – Alison Griffin
Post Production - Motion:
Editing: Volt Studios
Editor – Amber Navarret
Ex. Producer - Amanda Tibbits
Sound Record/Mix: SisterBoss
Sound Engineer – Dan Kramer
Executive Producer - Annie Sparrows
Music: – Black Label Music
Executive Producer – Kari Sharff