Marketing and communications agency Cramer-Krasselt launched a new national print and online campaign for Benjamin Moore, "For Those Who Know More," owning the brand's proof and validation: A recent survey found nearly 80 percent of the design community recommends Benjamin Moore over any other paint. C-K enthusiastically collaborated with well-known photographer, www.markseliger.com on the campaign.
When we first created the new Benjamin Moore campaign, we used one of photographer Mark Seliger's shots as a visual reference to sell our idea to the client. With an impressive portfolio including celebrity profiles and work in Rolling Stone, Vanity Fair and GQ, it's fair to say we considered Mark a long shot for this campaign. So when C-K Art Buyer Nancy Morey shared the news that Mark was indeed interested in shooting the project, it's safe to say it was one of the most exciting moments in our professional careers. C-K and Mark collaboratively shot a print ad that ran in publications such as Elle Décor, House Beautiful and Real Simple, as well as six online videos featuring prominent designers, decorators and contractors. All efforts directed to a Benjamin Moore Facebook experts application (www.facebook.com/benjaminmoorepaints), where the design industry experts could connect with consumers.
During pre-production, we began to realize that it was not just Mark's immense talent that has made him as successful as he is. His entire team, from stylists and wardrobe to his assistants, made the process extremely seamless. And most importantly, everyone on the team - especially Mark - made the designers, architects and contractors highlighted in the campaign feel just as important as each of the hundreds of Rolling Stone cover subjects Mark has shot.
The beauty of Mark's work is that his subjects do not need to be world-famous (although most of them are) for his photographs to work. Mark has a gift of taking photos in such a way that you want to learn more about the people photographed - even designers not well-known outside their niche community. To accomplish this, Mark took time getting to know each of the eight campaign personalities during the two-day shoot. Once everyone was fully at ease and comfortable, Mark began shooting. It's easy to imagine Mark taking this personal approach with Bruce Springsteen, Leonardo DiCaprio or any of the influential (and we'd assume intimidating) celebrities he has worked with. But, after seeing his rapport with Jeff Hester, the owner of a family-owned Chicago contracting firm, or Amy Lau, a NYC interior-designer, we realized why Mark gets the priceless shots.
Not only were our clients at Benjamin Moore thrilled with the final outcome, but the design professionals we featured in the campaign have all expressed how happy they were with the photographs and videos. Working with a talent such as Mark Seliger is something we won't soon forget, and to be honest, we're a little worried that we may be spoiled for future projects.
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