This is the ad campaign I shot for Yell last year (playing catch up!). It was a lot of work in a little time with many a logistic to be sorted.. but with a few early mornings and long hours, we produced a campaign that the client was really chuffed with. The concept, which was developed by the agency, True, comprised effectively portraying the benefits that can be had for Yell’s client base if they give themselves an online presence. Many SMEs across the country still are yet to have a significant online existence (website, SEO, social media etc) - this is the customer we had to communicate with. Yell have a huge history in the UK off the back of the Yellow Pages, but this is a response fit for the 21st century as the yellow book seems all but redundant now.
It was a very technical shoot from a photographer’s point of view - a lot of careful planning needed to ensure the before and after shots lined up, physically and lighting-wise, so they could be comped together in post production accurately. We were combating the cold (MacBooks don’t like the cold apparently), traffic wardens, tree branches in our way (we cut them down with a Leatherman!) and the weather not quite being that Californian sun we were after. That’s all part of the fun of shooting in London though. The hairdresser shot was particularly challenging as we had to shoot across the road and it couldn’t be closed so there was many a modelling direction hailed between the traffic!
The campaign has had some great exposure, mainly online and also on quite a few billboards which is always extremely satisfying as an advertising photographer. The behind-the-scenes footage was beautifully captured by Sam Hayes-Watkins.