When Hurricane Sandy devastated the New Jersey coastline, uprooting entire communities, I was asked by the Hubbell Incorporated Company to photograph the “Sandy Solution” rebuilding project. It was my job to photograph their new foundation system, and make it look attractive for investors and construction professionals to choose this product for NJ’s Hurricane Sandy Recovery Plan.
Hubbell wanted a photo/visual strategy that would cross the borders between a construction industry ad campaign, and the company’s annual report, newsletters, and social media. This meant taking the images beyond the traditional photojournalism look and creating a stylized lifestyle photo essay.
So with a higher production look in mind, the challenge was to enter an unscripted construction site and find unique perspectives to create this commercial look, all without getting in the way of the crew, equipment, and the audio/video team. A very tight squeeze indeed.
This story board shows step one out of the three construction stages involved in the epic task of rebuilding thousands of shoreline properties.
And as the reconstruction continues today, Hubbell’s pier foundation product line is the number one selling and recommended house raising products among GC’s, engineers, and homeowners in NJ.