Hi!
I’m Jake. And I’m so excited to be in touch with you about this project. I really enjoyed the initial call with the creative team, and I feel like this shoot has so much potential.
Here I’ve put together some of my initial reactions to the creative and how I would approach shooting it.
The product Vizz, offers a wonderful opportunity to create visuals that resonate with people on a personal level.
Images I shot for a recent Campaign for Candid. All images in this treatment were shot by me except where noted.
This presentation looks better on a desktop! Check it out there if you can 🧑💻.
A variety of Studio work From my archives
A Day in the Life
I really enjoyed seeing the "day in the life" content added to this campaign. Since I often work on campaigns that combine both stills and motion imagery, I believe this approach plays to my strengths.
For the motion content, we’ll plan the shoot with versatility in mind, creating assets that can be used across different formats. This will include a longer supercut as well as shorter, looping clips that work in multiple placements and aspect ratios. Our goal is to maximize options from the shoot.
The messaging from the stills campaign will seamlessly carry over into the motion content, reinforcing that Vizz is about simplifying life and providing freedom.
We’ll shoot scenarios like reading product instructions, checking your watch, and work-related tasks such as reviewing plans or signing a contract. The messaging will be subtle, but for customers who understand the challenges in these situations, they’ll instantly recognize the benefits that Vizz provides.
I believe this short video I directed for Rothy’s could serve as a helpful reference for the video portion of our shoot. While we won’t be using the same voiceover or narrative style, it showcases a similar approach where we blended close-up activity shots with outdoor location imagery.
I'm excited to have my incredible producer, Elle, on board for the shoot. With the addition of the "day in the life" content, having a producer of her caliber becomes even more essential. We'll work closely with the creative team to strategically select locations, ensuring we can efficiently capture the various scenarios across different settings.
Maintaining a consistent look and feel between the stills and motion content is essential to maximizing the impact of this campaign.
One of the best ways to achieve this throughline is by focusing on formal elements like lensing, camera movement, and color grading, which will tie everything together cohesively.
We’ve also already discussed creative aspects like consistent casting, along with prop and location choices, that will further enhance this consistency. I'm excited to continue that conversation as we prepare for the shoot.
The content I shot for Sabah Sunglasses captured an energy and vibrance that I would want to shine through in the Vizz campaign.
A key element of this shoot came from building a strong rapport with the subjects, which started right at the casting stage. We chose people who aligned with the brand’s vibe.
On set, a big part of my job as a photographer was to create a comfortable and fun environment. We cranked a great playlist and created a dynamic atmosphere that brought out authentic, joyful moments.
Those moments are what made the imagery feel genuine and that’s something that we’ll be on the lookout to do on the Vizz campaign.
Social Edit with Soundtrack
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The campaign will center around these moments of ease—showing how Vizz enhances everyday experiences by allowing people to engage with the world in a clearer, more vibrant way.
We will convey a sense of ease where the product quietly supports a better, more joyful life.
More images from the Candid campaign
Color Integration
One of the most interesting areas for creative collaboration is in how we bring the Vizz Brand colors into the campaign. I’ll be excited to make this element into a real creative collaboration. Here are 3 approaches I would want to discuss.
Option 1: Gradient Background
The Vizz brand colors are modern and well thought out. Shooting with a background that has a color gradient could be a great way to lean into this.
these 2 images are not mine, but shown for Illustration purposes
Some loose initial experimentation with the Vizz Brand Colors presented as gradients.
I think the Tangerine/Sage/White combos are particularly strong options for a background gradient
Option 2: White background with prop/wardrobe color references
The color approach as shown in the creative deck has a lot of potential.
A slightly off-white background is modern and allows the talent and text to pop.
As in the creative deck, we would also coordinate prop and wardrobe colors to interplay with copy and the brand colors.
Option 3: Solid Color Background
A solid color background is also a compelling option.
We could consider shooting on both a tangerine and a sage setup, with the intent for the Text to be in white, as with this Saturday Guardian Cover I shot.
Having 2 bold colors give some fun options for layouts and placements (particularly in terms of OOH options)
Casting
For a shoot like this, casting is an extremely important element.
I’m recommending that we shoot in NYC, in part for access to the extremely good, and diverse body of talent, casting and casting agencies. The ability to work with one of my favorite casting agencies is something that I feel could really elevate this project
These are not my images, but show a quick example of the look and feel of talent in NYC that I would consider for this project.
This James Allen Campaign I shot also showcases the energy of vibrance and ease that I would want to bring to this campaign
A variety of imagery from my archives that I felt resonated with one element or another of this creative campaign.
This campaign for another healthcare product showcases real talent in a studio setting with a colored backdrop
This beauty campaign I shot shows how stills and moving imagery can be integrated into a singular campaign
I’m thrilled
about the opportunity to work on this project with you, especially given the way it centers on crafting a mood through engaging talent interaction. I see this as a chance to create a dynamic, authentic energy on set. We want to show not only how life is easier when using Vizz, but also the joy and energy that comes when folks are focused on things other than reaching for their glasses.
As director, I’ll collaborate closely with the DP to ensure that every shot is designed to enhance the talent's expressions and movements, capturing the right mood at every turn. We’ll light the set in a way that ensures the stills and motion content seamlessly match, creating a consistent visual language that enhances the overall storytelling.
As I mentioned earlier, New York is an ideal location for this shoot. But that’s not only for its access to exceptional on-camera talent but also for the opportunity to collaborate with a top-tier team of trusted professionals. From the DP to the wardrobe stylist, prop stylist, and hair and makeup artists, I have a regular network of collaborators in New York who consistently deliver outstanding work, ensuring a smooth and efficient production process.
This is exactly the kind of shoot I excel at—merging technical precision with a relaxed, creative atmosphere. My experience in managing the set, talent, and crew ensures a smooth, efficient shoot, allowing for spontaneous moments of true energy while staying true to the vision. I’m confident that my approach will create the mood and energy that this project demands, and I look forward to discussing more about this shoot with your team 🙌
About Me
I studied journalism at the University of Colorado, and after graduating I moved to New York where I got started working as a photo assistant. Today I shoot for publications like the New York Times and brands like Cadillac, YouTube, Google, and Adidas, as well as for many healthcare brands.
I LIVE WITH MY WIFE AND seven-YEAR-OLD DAUGHTER IN the HUDSON VALLEY, NEW YORK. When I'm not hanging with the family I can be found scouring used book shops for the next addition to my photo book collection, or PLAYING SOCCER WITH THE LOCAL TEAM.
Thank you so much for considering my work for this project. I’m excited to speak more about the creative for this campaign!