There is a trend to redefine the traditional senior citizen advertising style, and blur the lines by incorporating active lifestyle photography into the mix.
I used to cringe when viewing Pharma advertisements that all appeared the same. If I turned down the volume on my TV and covered the name of the drug I couldn’t tell the difference.
Thankfully there is a shift towards creating more real moments. Gone are the requests of stock style imagery where an older couple are sitting on their front porch waiting for their grandchildren to arrive, or the photo of the grandfather cutting the turkey at the Thanksgiving dinner.
The Pharma, Financials, and Insurance clients are realizing these aging consumers have been around the block a few times, and they can easily spot a corny print or TV ad, and dismiss it as insulting.
Whether it’s managing your cholesterol, planning for retirement, or going on a vacation, many mature adults are making decisions to have healthier and active lifestyles. These people over the age of 50, are more likely to be intelligent customers. They do their research, and avoid impulse decisions.
This makes it more important than ever to be innovative and strike the right emotional chord on set. Being able to photograph the moments that tell a realistic story, is what the mature adult market can identify with.
The best way to accomplish this is to relate to the talent, and treat them like the intelligent shoppers that they are. These folks have shed the trivial distractions of the day and respond to a positive upbeat mood on set. If we’re having fun, then we’re feeling good, and that translates into great spontaneous lifestyle photos.
I now take great care to not only photograph all the hero visuals but to include all the details shots including hands, props, etc. Everything and anything that tells the complete story.
I over shoot knowing these clients are also creating their own libraries. They want original imagery and to control their assets for various campaigns, whether it be web, TV, print, etc. More variety means more opportunities to be creative.
It’s a great time to be a creative and participate in projects that help these clients redefine themselves and build their own distinct brand. And it’s so rewarding to create photos that today’s seniors’ can actually relate to.
To see more Active Seniors, visit my portfolio page.