"Next Wave" is a celebratory list of the top people, under 35, that are revolutionising their industries. Using LinkedIn data, we found the most influential young people in technology, social impact, healthcare and more and flew them to New York for a full day photo and video shoot. We then built a full campaign around the assets we gathered.
Art direction, design, B-roll photography, retouching.
Target audience |
Young career starters, featured honorees and their networks.
Inspiration for the art direction came from a combination of Richard Avedon style portraiture and Spielbergian style atmospheric back lighting. We shot everything on film. For the stills we used a mix of 35mm, medium format, and large format 4 x 5 and 8 x 10. For video we shot on 35mm with anamorphic lenses. For the color shots, we aimed to achieve some cool lens flaring by using gelled back lights. For the black and white we went for more traditional even front lighting.
We used targeted emails to drive traffic to the site. If a LinkedIn member worked in the education industry, for example, they received a mail featuring Francis Larson, our honoree whose start up is working to eliminate student loans. I kept the design clean and simple. Marketing emails tend to have a bad rap so I instead opted to treat these like print ads in the hope of achieving a more elegant, less spammy result.
Hero video for the microsite.
Tease phase. Posted a couple days before the reveal.
Richard Avedon inspired group shot. Shot on an old 8 x 10 large format film camera.
Some behind the scenes shot of the production. We rented Highline Studios in NYC for three days. Two days for set-up and one day for shooting. We shot 16 subjects in total.