One of the best things about our job at Vanguard is the fact that we work with Pros who happen to work on fascinating projects! Recently Floyd Dean of Dean Digital Imaging gave us a glimpse of the most recent commercial campaign he worked on.
This is a branding campaign/ environmental portrait series shot for Ashland Chemical Company. All of these images were shot on location, and we also did a whole set of product shots as well.
The direction from the Creative Director was…
PEOPLE WORKING TOGETHER TO SOLVE PROBLEMS. PREFER A CLEAN MODERN BACKGROUND. SHARP FOCUS. ANGLE: STRAIT ON, LOCATION OR BACKDROP OF VARIOUS BRAND COLORS.
The new marketing tagline is Always Solving.
Ashland’s new logo and tagline, “always solving”, emerged from both qualitative and quantitative market research that highlighted a need to signal a clear change after all the acquisitions and divestitures Ashland has undertaken through the years.
If customers are looking for help solving their greatest challenges in applied chemistry and want to amplify the efficacy, refine the usability, add to the allure, ensure the integrity, and improve the profitability of their products and applications, they go to Ashland.
Photo Art Direction: Melanie Wiesenthal @melaniewiesenthal
All of these photos were shot on the Alta Pro tripod, Sony A7RII and using Capture One.