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.

ExpatLiving 2017-18 March Wind up Release Soar_Spread_FA 2
ExpatLiving 2017-18 April Develop Direct Soar_Spread_FA 3
ExpatLiving 2017-18 July Commit Create Soar_FA_spred no mark
ExpatLiving 2017-18 Sept Aspire. Achieve. Soar._page_FA 2
ExpatLiving 2017-18 Sept Inquiry. Investigate. Soar._page_FA
ExpatLiving 2017-18 NOV Dream. Do. Soar._Spread_FA
ExpatLiving 2017-18 DEC Design. Create. Soar._Spread_FA
ExpatLiving 2017-18 May Succeed. Supass. Soar_Spread_FA with mark
ExpatLiving June 2017_Collaborate Calculate Soar_Spread_FA
ExpatLiving 2017-18 June Grow Flourish Soar_Spread_FA
ExpatLiving 2017-18 JAN Endeavor  Excel  Soar_Spread_FA 2
ExpatLiving 2017-18 FEB Immerse Engage Soar_Spread_FA 2