What’s changed in this business? Just about everything. Advertising’s reliance on “the big idea” has been replaced by the near constant churning of content made possible by the digital age. Photographer Dennis Welsh and Mark Bappe of CTP/Boston dive into all the repercussions of this new normal, from the mechanics of producing a photo shoot to the shaping of the message itself, in the video-taped interview below.
They begin their discussion with their collaboration for Eastern Bank. When they began working together on the account, it was pretty standard aspirational corporate style advertising. But with the nature of the digital platforms used to connect to customers, it became obvious that they could reach out in a totally different way by telling the real life stories of the communities they serve.
And it’s photographer Dennis Welsh’s authentic, relatable imagery that brings the conversation to life.
