Qantas Photoshoot
Capturing the experience of an Australian icon.
The Project
Over time, the image bank Qantas used to promote their world class travel experiences had become outdated and inconsistent, with multiple photographers and agencies having supplied photography to them over the years. The gaps seen within their photography styles and mix of talent became especially apparent when rolling out the new Qantas website under the most recent rebrand.
Qantas needed to inject new personality and refresh all photography used to demonstrate their unique customer service and product benefits that customers have come to expect from this premium Australian airline.
This massive shoot would span the majority of their flagship fleet, check-in and lounge experiences while encapsulating the differentiation that exists across their entire range of travel classes and membership tiers.
Responsibilities
Casting & styling
Producing all styling briefs and talent recommendations to differentiate and set the tone appropriate for each of the travel classes from Economy through to First across the Qantas fleet.
Art direction
Supervising and art directing the photoshoots for consistency of style and expression of brand attributes over demanding shoot schedules that were based around aircraft availability. Helping to ensure the highest quality output in the delivery of both still photography and film shoots.
Selects & retouching
Leading the choice for all photography selects to ensure all business and product requirements were being covered. Overseeing every image in detail and creating retouching briefs for all amends needed.
Credits
Agency: WiTH Collective
CCO: Steve Coll
Photography: Andreas Smetana
Head of Design: Paul Kelly
Designer: Cassie Hatton
July, 2016