Eli Meir Kaplan recently photographed a web and direct-mail campaign for healthcare provider, Highmark, with Partners + Napier. The campaign focuses on the lifelong habits of healthy people who continue to stay active and engaged throughout their lives, living with the same enthusiasm throughout the decades. Eli and his crew had a great time recreating some iconic looks from the ’50s, ’60s and ’70s with the use of styling and props. With the services of a good location scout and tech-scouting on his own, Eli was able to identify existing locations for the “then and now” runner scenario; no Photoshop required. With the use of filters and some other Lightroom magic, the digital tech on the shoot was able to give the photos the appropriate “aged” look, dust and all.
Then and Now with Eli Meir Kaplan
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