I always hope to have an assignment that would allow me to travel to different destinations in the United States.
Last year I received a call from Ivie & Associates, the Dallas based agency for Albertsons Companies. (https://www.ivieinc.com). They had a very interesting project they shared with me and they wanted me to be involved.
The concept was to photograph real-life friendly associates that proudly work in their stores.
The first assignment was in California (since I’m based in Los Angeles this was a quick drive). Meeting Ivie's Executive producer, Sandra Ogden and her team was like being in a very family-like environment with very easy and down to earth energy.
We met the client and we spent two full days at at Pavilions stores in Rancho Santa Margarita and Newport Beach, covering every aspect of the customer brand experience.
The employees I photographed were so excited to have a photography group at the store to capture their environment. They were very proud of themselves and working for such a prestigious corporate brand.
My task was to take photos but at the same time be sure everybody was comfortable and happy, natural in front of the camera and I think it shows in the imagery.
The client (Ivie) was organized and very easy to work with and this became the first of several assignments around the United States.
So far we have shot in Boston, MA and McCall, ID. I enjoyed the city vibe in the Boston’s summer and the challenge of getting up in McCall in the snow. The experience has been very fun and I feel like l was able to capture the essence of the people working in these amazing stores.
With the extraordinary help of my producer Rose Cefalu, we were able to plan each shoot properly and hire local talents such as a makeup artist and an extra photo assistant.
The project goes on and I cannot wait to know the next destination.
Thank you to Ivie, Albertsons Companies, Rose and Mat.