Zeiss Picture Love celebrates love in all its forms
Strategy

Zeiss Picture Love celebrates love in all its forms

Justin Girard
Justin Girard
Art Director

 

ZEISS, the premium lens manufacturer, approached us with a creative challenge: how could they create a campaign that aligned with meaningful social causes and positioned photography as a catalyst for real change?

We honed in on a concept that felt sensitive to the subject matter, relevant to the client, and elegant in execution—a photography exhibit celebrating love and human connection in all its forms, featuring real couples. We called this concept Picture Love.

To mastermind the creative execution, we approached acclaimed portrait and lifestyle photographer Andrew French.

 

zeiss picture love ad

 

Each of French’s portraits capture breathtakingly beautiful expressions of love. These portraits were proudly displayed along the routes of New York City’s and San Francisco’s Pride Parades on June 27. The portraits can also be viewed online at the Picture Love Gallery.

 

zeiss-picture-love-street

 

To expand the reach of the campaign, we partnered with relevant creative influencers in the photography space. Each one received a high-end ZEISS Batis Lens and one simple edict—find and capture moments of beauty. The results have been a celebration of modernity and the connections with others that define humanity. 

 

View this post on Instagram

Pictured: @xbome04x + @cindy_castro2790 I went into this ZEISS project without knowing what to expect, but because of ZEISS it’s brought me to meeting so many amazing people and making new friends. I’ve always said I need to try to do better on becoming more social. The older I get the more clandestine I become and I don’t think that’s a very good thing in the long run. With this project and having to stick to a set requirement or guide kind of gave me the nudge to do that and HAVE to actually do that. I don’t think there’s ever been a project I’ve enjoyed like this and ZEISS helped me make new friends in ways I never knew would happen. This couple is one of the most amazing couples I could have ever met. Not only does the love they have for one another mean so much but the love they’ve shown to me is something I’ll always cherish! To think that I met them just from going into the Brooklyn Bridge Park hashtag and saw a photo of theirs and sent a DM to ask if they’d love to do a shoot with me for the ZEISS campaign! When I tell you this week has been the most amazing week I’ve had this year… OMG its been refreshing! I love my new editing style, thanks to me forgetting my hard drive at home and being so upset but I didn’t let that keep me down and I’ve been amazed at myself in the work I’ve been able to produce this week! Just wow!! I’m so happy I’ve been able to make others smile! That’s my loving moment! [Sponsored ZEISS “Picture Love” Campaign] #zeisspicturelove ==================================== @sonyalpha α9 {Alanna} + @zeisscameralensesamericas Batis 1.8/85mm Sonnar ==================================== ZEISS Batis Influencer #zeisscameralensesamericas Sony #alphacollective Ambassador Sirui Global Imaging Ambassador ==================================== #nycphotographer #sonyalpha #anastasiabeverlyhills #pride2019 #moodyports #portraitsatl #portraitmood #nycengagement #nycmodel #portraitphotography #portraitoftheday #portraitphotographer #engagement #nycweddingphotographer #engaged #portraitsnyc #engagementphotos #nywedding #lgbt #aovportraits #portraits_universe #pursuitofportraits #letsshoot #portraits_ig #top_portraits

A post shared by Kenneth Hines, Jr. (@professorhines) on

 

 

 

 

 

 

The photography influencers shared their #zeisspicturelove images on social media throughout Pride month. Across 382+ posts #zeisspicturelove hashtag has accumulated:

4,093,795+
Impressions

79,096+ 
Likes

2,884+
Comments

The ZEISS Picture Love campaign is a rare combination of striking creative, a powerful social message, and a meaningful link back to ZEISS’ core purpose.

To learn more, visit the ZEISS Picture Love gallery.

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