Today is the first day of classes of the 2018/19 academic year at Singapore American School (SAS), so it seems fitting that I share the entire series of the ‘SOAR 4.0‘ advertisements that appeared in print and across social media last year.
In my career as a photographer, I’ve been extremely fortunate to work with so many different corporate and commercial clients — most often in collaboration with their respective advertising agencies. However, my creative relationship with SAS is different, in that I work directly with their internal Communications team. This means that rather than simply providing a photography service, I am deeply involved in the entire creative process, from ideation through conceptualization, production and, ultimately, the creation of each image that tells a true inspirational story about an SAS student, faculty member or alumni.
As I’ve expressed many times before, the Singapore American School is an educational institution that strongly believes when students are given the opportunity to soar, there’s no limit to what they can achieve. And it is my job, in concert with SAS’ Communications department, to tell these real stories of perseverance, achievement and success through my ‘SOAR’ imagery. And I feel extremely fortunate and proud that I am given the creative freedom to do so.
See the ‘SOAR 1.0‘ (2014/15), ‘SOAR 2.0‘ (2015/16) and ‘SOAR 3.0‘ print campaigns.
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