Hero Photography

Company: Seattle Opera
Photographer: Philip Newton
Skills: Art Direction, Photo Editing, Idea Generation, Collaboration
Software: Adobe Photoshop

Project Overview & Process

Each year, I would work with the Director and Associate Director of Marketing & Communications, the Graphic Design, a Photographer, and the Hair & Make-up Manager to conceptualize and create the marketing hero photos for the next season. We photographed our own hero photos for many of the operas to convey the emotional story as well as the look and feel of that season's specific production. To get a feel for each production, we met with the General Director to learn about the story, costume, and sets of each opera for the season as well as other elements to highlight in the hero photos.

Using this information, the graphic designer and I brainstormed concepts and inspirational imagery for each opera, which we presented to the General Director and the group. Once we settled on the final concepts, we would work with the team decide on sets, costumes, models, etc. for the photoshoot.

On the days of the photoshoot, we worked with the photographer to get the poses and compositions that we needed. Since use of typography over images is prominent in Seattle Opera's brand, it was important to have compositions with a lot of negative space or allowed us to expand the background.

After the photoshoot, we sorted and selected several images to use as hero photos for each opera. This gave image variety to our existing audience while keeping a consistent feel across marketing efforts and campaigns. We also needed to insure that there was an image that would work for the wide range of advertising formats we used from billboards to skyscraper banner ads and everything in between. Upon receiving the final files, the graphic designer and I would prepare and export them in various resolution/sizes for use by other departments or outside designers.

Aida