Project: Art Direction / Ad Design
Industry: B2C
Photoshoot included military professional, former FBI agent and professional actress.
LaserMax manufacturers side-mount lasers for guns - making shooting more accurate over longer distances. For their new product promotion, they wanted to market to female gun owners, for an ad that would appear in national magazines.
The concept for the ad was to choose a setting that most people (particularly women) feel vulnerable. And for that we chose a parking garage at night. The photographer worked with a local actress, active military personnel and former FBI agent to set up the shot. Sections of the parking garage were blocked off, and live police were on duty, as live weapons were being used in the shoot. I wish we could have also captured the many interesting and fearful looks from drivers passing by who could not help noticing the unusual activity.
