SmugMug, the world’s largest independent photo-sharing website, partnered with Teak to deliver a brand campaign that takes an emotional look behind a photographer’s lens.
While the brand was clear on what features aspiring pro photographers use, they weren’t clear on what motivates this passionate audience. We sought to find the emotional sticking points that continue to inspire these photographers, even when it’s not their full-time job.
Our brand strategy process included talking to hundreds of photographers. Through this audience research, we gained powerful insights that informed our creative process.
The result is an advertising campaign and brand voice that speaks to the spirit of the photographer, and how that informs the subject of their photography.