Last week my first billboard went up in Auckland – a very proud moment for Shaun Jeffers Photography!
I thought that this would be a good opportunity to explain my work process when I am on a job for a client. I’ve been working with SKYCITY for just over a year now so when they brought me onboard for this project I wanted to do something a little different. Luckily enough the advertising agency, Colenso BBDO had the same idea – they wanted something that had never been seen before, something that was going to make people stop and look.
First of all, I ruled out all the standard locations of Devonport, the viaduct, Mt Eden, Silo Park etc – this had to be a location not accessible to the public. I spent a week scaling some of Auckland’s tallest buildings to find the perfect spot – most locations required special access and security escorts and some even required a 2 hour induction (I gave that one a miss!) I finally stumbled upon the Metropolis Tower and with them having already worked with Colenso, getting access was relatively straight forward.
After a quick test shoot I was certain that this was the perfect location. With the Christmas holidays about to begin, I had to work quickly. I returned the same night and took what is now my favourite cityscape image I have ever shot, the sunset was absolutely incredible (the best I had seen for well over a year!) I loved the contrast of the green and red tower on the orange and blue sky. To make the Sky Tower stand out, I shot a panorama to show the tower standing tall above the rest the city. Can you imagine Auckland without the Sky Tower? This photo would be so boring… even with that incredible sunset!
Both SKYCITY and Colenso loved the shot and the location however it was a little too dramatic for the campaign. I waited for the Sky Tower to return to it’s standard white colour and headed back for round 2. With a subtle sunset and some great cloud formations the perfect ‘SKYCITY Auckland’ image fell into place.
Originally, the rest of the city wasn’t suppose to be in the shot but because Colenso liked it so much, they changed their design to fit with the photography (I must be doing something right!!)
Here are the final designs, they have been slightly tweaked so that the text stands out. Colenso have done an amazing job on the campaign – I look forward to maybe working with them again in the future!
There are a couple more designs still yet to be released, I can’t wait to show you them when they finally go live. It was an absolute pleasure working on this project, I’m looking forward to testing out new locations on my future SKYCITY shoots!
These billboards and adshels are currently up and can be seen all over Auckland. If you see one, tweet me or Instagram me @shaun_jeffers.
From test shoot to billboard – this is my shooting process. Sometimes I get the shot in one, other times I have return and re-shoot.