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Project: TurboTax
Production: VERTEX
Photographer & Retoucher: Jeff Thomas
Creative Director: Meghan Cartlidge
Art Directors: Kristen Haas, Haley, Munro, Ann Hurley, & Abigail Hikima
Project Coordinator: Kristen Spanton & Stacy Thompson
1st Assistant & DIT: Ryan Borrell
MUA & Hair: Meagan Brown & Brittany Brown
Wardrobe Stylist: Jenna Enns
Assistant & DIT: Steen Kevett
Behind the Scenes & PA: Colton Brandt
Modeling Agency: IT Model Management
Location: San Diego, CA
What goes into a TurboTax Photoshoot?
Last year’s TurboTax campaign was such a huge success; the design work built around the photography/video content won a Webby. With that in the back of my mind, I had much to strive for this year! My creative leads wanted to build upon the previous campaign’s success, but push it even further than before.
As the shot list grew, video became a higher priority. There was going to be weeks of production and editing days required.
TurboTax campaigns are not your typical photoshoot. In this case, the actual photography aspect is only 10% of the work. To pull off a project of this scale, the majority of the work goes into a month of preproduction to cast the right people, find the perfect location, assemble the team, create the schedule, and go through countless meetings to make sure everything is thought out beforehand.
Soon June 5th rolled around, and it was time to start shooting. For me this is the fun part.
In production we had 7 days of shooting both photo and video. We had product, customers, self employed individuals and CPA’s that flew in from all around the country.
When it comes down to shoot day, consistency is paramount.
This means the color palette, video, wardrobe, lighting, makeup, editing and emotions of the subjects all need to feel in the same family. If even one of these things are off then the whole shoot has the potential to fall apart.
This is where my carefully selected team is essential. I am fortunate to be able to work with many talented people whom I can count on to allow for everything to fall into place seamlessly.
Besides consistency, the next element of a shoot is often times the most overlooked.
Vibes.
Vibes are everything.
By the time someone gets in front of the camera they will have gone through makeup, wardrobe, craft services table, and most likely even had some downtime to think…or overthink. This is where my team is important, they prep the subject to relax, loosen up, and soon their feeling like rock stars.
Allowing for the models to be energized and transparent in front of the camera is vital. I push for authenticity and movement in the imagery, and that only comes from a transparent and confident subject. That is what makes an image truly pop.
Once the campaign wrapped, we had shot over 10,000 images, and hours of video footage. Over the next 20 days I worked closely with the creative team in post production, where we created nearly 300 assets to be used all across the nation.
These big productions take months to complete and require lots of sleepless nights, but seeing it all come together is one of the most rewarding feelings this industry gives me. This, in short, was a dream assignment that reinforces exactly why I love my job.
– Jeff Thomas
TurboTax Photoshoot – Behind the Scenes
