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Yes advertising photography is about selling products. But isn’t that a little simplistic?
Because when you start looking under the surface - it’s way more nuanced than that. And now the internet has increased the competition for your attention, it’s never been more important to connect directly with your potential customer.
Every audience is different. Each one has their own individual lifestyle and visions.
Aspiration drives acquisition.
A New Generation of Advertising Photography
At Mike Harrington Photography we explored the tastes and appetites of the professional millennial generation by creating advertising photography for a leading financial organisation.
Working with a leading creative agency, we were required to shoot 5 distinct images to form the basis of a campaign designed to demonstrate the power of financial products.
Finance can be sold in a number of ways. In the past, as large percentage of the population were focused on saving money – the lead-in for advertising used to be the rates. Remember the low finance deals, zero charges and interest free loans that used to dominate the industry?
This approach is no longer enough – because competitive rates and deals are everywhere. How do you therefore interest and engage a saturated audience?
First you have to understand them. Let’s take a look at the difference between millennial audiences and the previous generations: