I have been working closely with Singapore American School (SAS) for the past six years to create a custom photographic library and annual advertising campaign that promotes the school and the inspirational people who both attend and work there.
As I’ve expressed before, this unique collaborative relationship with SAS is special in a number of ways, but none more in that I partner directly with their internal Communications team, rather than working with them through an advertising agency. This arrangement differs from all of my other commercial clients: rather than simply providing a photography service, I am involved in the entire 360 degree creative process, from ideation through conceptualization, production and retouching and, ultimately, the delivery of each photograph that tells a true inspirational story about an SAS student, faculty member or alumni.
This year the SAS Communications team — led by Kyle Aldous and supported by Kinjal Shah — and I tried something a little different: since SAS has been an integral part of the Singapore community for 63 years, it felt like the natural evolution of our annual visual storytelling exercise would be to step outside the school’s campus and create all this year’s photographs in iconic locations around Singapore.
The result is this coming academic year’s advertising campaign, beautifully designed by SAS Communications team member Amos Ong, that will roll out across campus and in various print and social media over the coming 12 months. I continue to feel extremely fortunate, and so very proud, of the work that my team and I are able to make together with Kyle and his team every year.
See the ‘SOAR 1.0‘ (2014/15), ‘SOAR 2.0‘ (2015/16), ‘SOAR 3.0‘ (2016/17), ‘SOAR 4.0’ (2017/18) and ‘SOAR 5.0’ (2018/19) print campaigns.
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