INTRO: The image is the very heart of what sells your brand, product or service. It sets an expectation and standard for how employees, consumers, and competitors perceive and buy into your business proposition. You must carefully research, plan and define project criteria when delivering to a broad market.

CLIENT: GMAC insurance.

PROJECT: Brand lifestyle library.

CONCEPT:The theme of "the rite of passage" and how insurance products and services compliment that journey was our criteria to capture. It required defining subtle, subliminally and emotionally triggered behaviors to capture at each shoot. Weeks, sometimes months of planning, multiple site locations, large castings, and fleet of vehicles were common requirements for any given shoot. It was very complex to concept, coordinate, and capture.

The GMAC Insurance brand lifestyle library supported:

• Auto insurance
• RV insurance
• Homeowners insurance
• Recreational vehicles (ATV's, boats, motorcycles)
• Affinity co-branded insurance