Marketing:
The process of identifying customer needs and determining how best to meet those needs. In contrast, advertising is the exercise of promoting a company and its products or services through paid channels. In other words, advertising is a component of marketing. Knowing the difference helps identify and achieve client goals.
With over a dozen client requirements, this booth needed to impress and inform on a large scale. Jason Berry served as senior art director for the project. The design won a regional Addy Award.
Jason Berry incorporated the existing ad campaign into massive, back-lit panels, and live trees
Jason Berry separated the space to provide a more quiet interior for detailed sales pitches, from the lively stage show by the main traffic isle. And why have fake trees when you can go live? Details matter.
Utilizing as much of the space as physically possible, the design included dual-level meeting rooms and the existing ad campaign overhead, on the exterior. More detailed information was on the lower levels and interactive displays.
Art Direction:
One of the most difficult problems that art directors face is to translate desired moods, messages, concepts, and underdeveloped ideas into imagery. During the brainstorming process, the art director, creative director, writer, and client are engaged in imagining what the finished piece or scene might look like. An art director is ultimately responsible for solidifying the vision of the collective imagination while resolving conflicting agenda and inconsistencies between the various individual inputs.
Patner Construction has an incredible client list including projects with Georgetown University (shown here). Such high-budget projects needed to be shown in the best way possible - few words and great photos.
Knowing who to hire for aerial photography can be helpful with construction clients. Thank you Nick Waring Photography (Nick is a skilled rock climber as well).
Highlighting both the interior and exterior craftsmanship was a top requirement for Patner. Big-budget clients like Georgetown University are worth planning every detail, at the highest level.
Airport photography on a bucket truck in between taxiways, at one of the most secure airports in the world, can be tricky. Knowing who to hire is everything - Nick Waring Photography.
Promotional poster for ORTA, including layout, logo design and photography by Jason Berry.
Promotional poster for CL required historic photography, a masterful shot by legendary Tour de France photographer Tim De Waele, an illustration by Pamela Bell (rider in the logo) and some fleur de lis accoutrement. Art direction by Jason Berry.
After 30 hours of shooting, Aaron Kobilis took one of the most telling photos of this world championship event and it was that hug. Craig battled Chris until one man won and one nearly died on the course from exertion. You have to watch it to find out who. Art direction by Jason Berry.
Advertising:
One of the most difficult problems that art directors face is to translate desired moods, messages, concepts, and underdeveloped ideas into imagery. During the brainstorming process, the art director, creative director, writer, and client are engaged in imagining what the finished piece or scene might look like. An art director is ultimately responsible for solidifying the vision of the collective imagination while resolving conflicting agenda and inconsistencies between the various individual inputs.
Recruitment campaign: NHSC is a medical school-loan forgiveness program that encourages new doctors to practice in under-served communities.
Jason Berry served as senior art director for this campaign with on-location video and still photography at multiple locations throughout the country.
Jason Berry used his background in adventure sports to bring a new perspective to the campaign highlighting the fun lifestyle afforded these doctors because of their location, alongside their passion to serve.
The kayak image was shot from a boat alongside the kayaking doctor, in the middle of Washington State, mid-winter.
Not part of the campaign but a view off the bow of this hand-made kayak, nervously taken by Jason Berry (that water was cold).
A different angle at recruitment for the NHSC, this campaign presented medical school students with easy-to-spot problems found in not-so-easy to access communities.
This was a lower-budget campaign that still needed results and impact. Stock photography and strong copy made this a success despite the limited budget.
Jason Berry served as senior art director for this campaign, and thankfully he was not responsible for proofing.
