Lowe’s history of hiring retired veterans stems from the company’s core values and ability to recognize a veteran’s leadership experience. Every so often one of their 13,000 veterans and members of the U.S Guard and Reserve embodies what it means to give back in incredible ways. Lowe’s employee, Colonel Don Collins’ commitment to his country and customers, has transformed his 32 years United States Army career into a retired retail inspiration.
Don grew up beating prostate cancer at the young age of 16 and was there for his wife when at 28 battled breast cancer. Naturally, veteran and cancer research organizations are close to the couple’s hearts. Now for almost six years, Dan, a 75-year-old veteran has spent his weekends working aisles of Lowe’s store 731, in Chesterfield, Mo.
Kelly and Ian of St.Louis Pratt + Kreidich were approached by Brittany Lutz, a producer from StudioNow to photograph a campaign for Lowe’s Media. The subject of the shoot was Don, who has taken every penny of every paycheck he’s earned from Lowe’s and donated it to cancer research and veterans organizations.
For the assignment, the duo was given complete freedom to photograph Don in any way they felt showed his personality and charitable interests. Since this shoot was booked last minute, Kelly and Ian had little time for pre-production.
It was a challenge for Kelly and Ian to be working in an open store location with limited shooting time.
We had to keep our equipment to a minimum to avoid taking over any section of the store. We ended up using employees to pose as customers interacting with Don to save time and make signing releases easier.
Lowe’s Corporate Communications was very pleased with the images they captured, and the pair enjoyed getting to know Don during the shoot. Although there are not any future plans yet for this project, Lowe’s published the images on their social media, and the full story was published on Lowe’s Newsroom.
See more of Pratt + Kreidich at prattkreidich.com.