Objective:

You may or may not have heard of SmugMug (the world’s largest independent photo-sharing site in the world), but you’ve definitely heard of Flickr. Whereas SmugMug has been family owned since the start, the ownership of photo-sharing giant Flickr has been tossed around a few times by corporations that didn’t care about photography. So we needed to create strategy and produce content and messaging to ensure to their community that the acquisition wasn’t just another business transaction but a way to unite their communities and put the power back in the hands of those who are enthusiastic about photography…the photographer.

Execution:

A creative execution that put the focus directly on photographers, quite literally. The incredible announcement video we created flipped the lens and focused on individuals behind their beautiful photos. With the focus on the photographer at its core, we helped established a fully integrated launch campaign driving users to a video and web landing page experience through email, social media and paid media marketing.