Creating a sense of place demands compelling photography that tells a story.
The destination experts at Visit Roswell needed to set their community apart from the greater Atlanta metro area, and shine a new light on the destination's story.
To capture the laid-back nature of Roswell, an ambitious two day photoshoot was planned and executed by the Tempest team.
Photography was art directed so that the compositions worked well in a digital environment, while also being stylized to connect the community’s competing identities together. Locations and props were carefully staged to give context and create a feeling of immersion.
Getting in on the action was critical to ensure the photo shoot's success. Mike Tripi, Tempest's Creative Director, was on hand art directing and supporting the shoot. He even jumped into the Chattahoochee River, helping position models in kayaks to help the photographer capture the perfect shot.
Executing this photoshoot went well beyond simply scouting locations. Casting was carefully selected to engage with Visit Roswell's target audience, and shots were carefully framed to maximize usage not only in print, but in digital and outdoor executions as well.
Leveraging these assets in Visit Roswell's marketing initiatives has helped the destination organization increase brand recall, build a new audience, and inspire increased travel to Roswell.