Project:
Always Up
Campaign Refresh
Client:
Verizon
Overview:
In 2022, we needed to refresh Verizon’s member rewards program (Verizon Up) once more. Not only did we need a refresh, we needed this program that historically only played in the product porn/CGI sandbox to reflect actual human emotions for the first time ever.
The output was a live-action campaign — the first-for-its-time for the Verizon Up program. And even better, the first time a female director AND female photographer executed a Verizon campaign.
Credits:
Sr. Creative Director(s): Tofer Moran, Melissa Avery
Creative Director, Art: Ashley Herrin
Creative Director, Copy: Sal Russomanno
Producer: Justine Palivoda
Director: Elena Parasco
Photographer: Ysa Pérez
DP: Gaul Porat
In addition to being the creative lead throughout the campaign, I also captured BTS and c-roll to help enhance our take-home assets with textural elements to fill placements; some of which were ultimately used across print and digital.
Always Up for Live Music
With the success of the Verizon Up refresh, we wanted to extend the campaign to include the Live Nation partnership and ticket giveaways. Our goal was to have this new content feel like an extension of the already-running ‘Up’ campaign with a few major caveats… no recognizable faces in the crowd or musicians.
With minimal budget in play, I stepped in as photographer to capture ‘agnostic’ and textural concert imagery and videography to help create a robust, ownable gallery of assets. The below photography was all captured by me on digital, 35mm film or polaroid for use across Verizon’s print, digital and social channels.
