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SmugMug faced a unique challenge: how to connect deeply with photographers, both seasoned professionals and passionate amateurs, in a way that resonates with their innermost motivations and inspirations. SmugMug needed a campaign that went beyond surface-level engagement, one that delved into the hearts of photographers and spoke to their reasons for picking up the camera in the first place.
Our approach was rooted in comprehensive research and empathy. We embarked on an in-depth exploration to understand what inspires photographers to dedicate their lives to photography. This journey involved engaging directly with photographers, listening to their stories, and identifying the common threads that tie the photographic community together. The result was “This Lens,” an ongoing campaign that weaves the unique narratives of photographers into a compelling tapestry that reflects the diversity, passion, and dedication of the SmugMug community. Each story is a window into the soul of photography, highlighting the personal journeys, challenges, and triumphs behind the camera.
