Ryan Hayslip got the word from Atlanta agency, Three, that Georgia Power had a message to communicate to small businesses and they wanted him to create the visuals that would make the point stick. Ryan and Three collaborated to create photos that were bold, visually powerful, and where more was merrier.
The point of the campaign was to communicate that with the money small businesses could be saving with energy-efficient improvements, they could be investing back into themselves. Three came up with the concept for the campaign and consulted Ryan for style ideas and practical execution. Ryan says that a lot went into the prep for this project, as they needed to coordinate many, many props.
For the ice cream shoot, they had to make hundreds of half-gallon ice cream containers with a fictional label, then stack them one by one for the photo. While it was a challenge to deal with so much prop, Ryan says part of the fun of the project came from capturing such grand scenes in camera. Almost everything was done in camera, but Ryan also relied on perspective and a little retouching to accomplish the full effect in the photos. Check out how the scene transforms from the shoot to the final ad:
The images have hit print and they are definitely sticking with people. Ryan says the playfulness of the photos is resonating with people, and is what made this one of his favorite campaigns of the year.
To view more of Ryan’s work, visit ryanhayslip.com!