Who?
CareAbout
What?
Develop a new creative direction for CareAbout – creating a vibrant photographic style that celebrates the independence and vitality of senior Australians in order to differentiate the brand from an industry saturated with generic stock imagery and outdated portrayals of ageing.
What was in the mix:
CareAbout is one of Australia's leading aged care comparison services, helping families confidently navigate their care journey. We developed a new photographic direction that celebrates the vitality and independence of older Australians, managing the creative process from concept through to final delivery, including:
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Creative concept development and planning for a bold new photographic style that replaces tired stock imagery with vibrant, authentic portraits of real street-cast senior Australians. No staged perfection – just genuine, relatable people living full and independent lives.
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Photoshoot planning and production management, including location, talent and logistics.
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On-set art direction to ensure every image aligned with the new creative vision.
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Professional retouching, image optimisation and final asset handover for use across digital marketing channels.
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