Blurring the boundaries between creativity, communication and activation, Machas's mission is to give shape to your vision and to inspire people.
What makes a company truly outstanding? Is it its business model? Or the unique product they’re selling? Probably both. According to real estate agency Douglas & Gordon its real competitive advantage on the London market (and believe us, it’s a tough, tough market!) lies with its employees and, for the second year in a row, they are celebrated as the real stars of D&G’s advertising campaign.
Machas consulted on the best creative team to deliver a campaign that consisted of twelve shots and involved 17 subjects and Becha’s outstanding talent was paired with a London-based photographer from the Artist Network, who’s indisputable tech skills and unique capability to make non-professional models completely at ease in front of the camera were defining factors for the success of the campaign.
The project was divided in three phases: an initial rough phase where Becha defined the composition and feel of each image, followed by the photo shooting phase that was finished off with Becha’s mix of collage, illustration and type that brought to life a whole world around the protagonists.
For the shooting phase of the project, Machas Artist Network photographer skills were essential as the elaborateness of the final image is inversely related to the minimalism of the set, which consisted of a white backdrop, the appropriate outfit and a prop or two. If this is a no-brainer for any model worth that name, for a normal human being it’s quite difficult to avoid the deer-in-the-headlights expression and look convincing!
However in just three days the Machas Artist Network photographer created an excellent feeling with each one of the models and was able to pass on to Becha a great canvass on which to build her vision.
With a one-ad-a-week pace Becha delivered the images in two formats, one portrait format and one landscape, that covered the whole 2012 Douglas & Gordon’s media buy and put the company a step ahead of the competition.