Services: Art Direction, Production, Photography
Awards: Graphis Photography Awards 2023, Gold Winner
Mercato Grove Photography
High fashion meets multi-family
In collaboration with:
Photographer: Aaron Lee Photography
Assistant: AJ Meeker
Stylist: Patty Harding
Project Goal
As part of the strategy to establish a mixed-use destination, our goal was to activate the property through energetic, high fashion photography. We cast a diverse group of models and set to break out of the cliché of clinking wine glasses, walking dogs, cyclists and ladies with shopping bags typically associated with luxury apartment marketing. Our client trusted us to think outside the box and embrace the concept of being strategically brave.
Strategy
We assembled an incredible team led by the uber talented photographer Aaron Lee, who brings a fresh eye and boyish energy to every shoot, DIT, AJ Meeker and Stylist, Patty Harding. With a modest budget and an enthusiastic scrappy attitude, we embarked on a two-day shoot. From staging pasta making to simulating retro swim days and activating spaces in unexpected ways we sought to bring color, daring and glam to a suburban area previously thought of as “uncool”.
Challenges
We worked with a tight budget and even tighter schedule to bring more than a dozen models with multiple wardrobe changes to 15+ locations with staged activations over two short days.
Result
The result is an energetic body of unique images that are carried across social media, print and outreach materials that established Mercato Grove as a lively community and cool destination unlike anything in the 'burbs. Not your Dad's apartment building.
