People Attract People: Why Scenic Photos Aren’t Always Enough
A chat with art director Lizelle Galaz on a fresh approach to imagery for the Frank Lloyd Wright Foundation.
It’s not that Frank Lloyd Wright’s Taliesin West isn’t photogenic. Quite the contrary, in fact — the legendary architect’s winter home, located here in our Arizona backyard, looks stunning even in visitors’ amateur Instagram shots. Over the years, the Frank Lloyd Wright Foundation had amassed scores of gorgeous imagery of its McDowell Mountain headquarters. So they had plenty to work with when it came time to design digital marketing campaigns aimed at increasing tours, right?
Well, yes and no. Those compelling architecture shots needed to be complemented by images of people interacting with Taliesin West: visitors engrossed in a tour, event goers sipping a glass of wine at sunset, wide-eyed children encountering Wright’s work for the first time. Which is why C/A senior art director Lizelle Galaz directed a daylong shoot on the property with the help of photographer Jill Richardson and producer Caroline Crafton. Here, we chat with Lizelle on her goals for the shoot and why engaging “people shots” matter.
“It’s important for our clients to know that their audience expects them to keep up and show consumers ‘this could be you.’ We wanted our audience, in this case, to know that Taliesin West is for everyone.”
What were your goals for the shoot?
“Diversity was a top priority as we started thinking about casting the shoot. We wanted to make sure people of all backgrounds felt welcome to visit the historic site. We also wanted the photos to stand the test of time and look natural — not look forced or like stock photos.”
Why do you think it’s important to incorporate people into marketing imagery?
“People respond to people. The way we now use imagery has changed so much. We’re used to seeing things up close with everything we have access to on our phones. So, it’s important for our clients to know that their audience expects them to keep up and show consumers ‘this could be you.’ We wanted our audience, in this case, to know that Taliesin West is for everyone. And this can apply to so many places because you can share what’s unique and special while showing that it’s a space for anyone.”
What’s your advice to a brand or organization that’s hesitant to change their approach to imagery?
“There’s never going to be a one-size-fits-all approach to photography — especially because today you need images that work just as well in print as they do digitally. You can incorporate multiple perspectives while remaining consistent with a brand’s standards. In the long run, this project was definitely an investment for our client because they have images they can use for awhile, without making any of them feel overused. Expanding a photo library may seem daunting, but it will pay off in the long run.”