For a while I've hinted that I was working on a large commercial project, well last week the billboards went up, so I can finally reveal the work. At the end of June, local designer and art director Zach Keenan asked me to help on the campaign to promote Going Out, the new entertainment app by the Star Tribune. The app consolidates information about music, restaurant, museums, movies, and more into a single app, with recommendations from the Star Tribune editorial staff.
The initial photo direction that Zach shared was a perfect fit with my style and approach. Additionally, the Star Tribune was looking for a 30 second video, and it was a perfect fit for me to shoot the video too, adding a more consistent feel to the entire campaign.
We scheduled the big shoot for the beginning of July, photographing at four locations throughout the Mall of America, catching the afternoon sun at Lake Calhoun, and wrapping the day outside the Guthrie Theater. After bumping the shoot once because of poor weather, we had just a gorgeous day to shoot, making it easy to capture that fun, relaxed summer feeling for each location. I was thrilled to have Eric Schleicher (Filmerkid.com) as a 2nd shooter covering video while I captured the stills.
I was happy to deliver the still photos quickly after the shoot so that the final ad layouts could be completed, as the design played and interacted with the photos. As I edited and shared with Zach the initial cut of the video, it became clear that our initial concept for the video didn't fully express the range of entrainment options presented by the app. We identified a few shots and locations that could greatly improve the story. With just a quick evening shoot, we added the missing flavor to the video, most importantly the lights and bustle of Uptown on a Friday night. I'm really happy with the final film. It captures the feeling of sumer in Minneapolis and all the things to do just outside your door.
It was great to work with a really skilled small crew for the shoot, with Josh Morris assisting and Tara Woosley doing hair and makeup. Thanks to Jane Messanger and Tim Ikeman from the Star Tribune for their work on organizing the project and feedback on set. Lastly thanks to all the rest of the models on this project, from the Star Tribune friends and family to members of the Vita.MN street team.