Radian connects lenders, homebuyers, investors and loan servicers to a broad range of private insurance solutions, and is one of the leading mortgage insurers in the world. Despite being in a market segment that is considered highly commoditized, Radian separates themselves through their culture and employees. In collaboration with design agency Munroe Creative Partners, we wanted this campaign to show the heart of Radian by showing the passions of the individuals that make up Radian.
After extensive interviews and research to discover the passions of employees, we arrived at a unique and authentic set of passions that really embodied Radian’s dedication and commitment to their clients. Radian launched “an integrated campaign composed of print ads, videos, microsites, landing pages, email, direct mail, collateral, and digital calendar.” The main theme to unify everything as “A Passion for Your Success.”
The actual shoots were a highly coordinated production. After arriving on the employee passions, props, wardrobe, and background color with the client, we sent out our prop stylist Susie Fischer a week ahead of time to source all the props and wardrobe. On our actual shoot days, we were able to streamline production and photograph one subject every 30 minutes, which included striking sets, building, propping, and styling the new sets, and of course, shooting. In total, we photographed 110 subjects in Las Vegas, Phoenix, and Philadelphia, with make-shift studios in restaurants, hotels, and gyms. This tight coordination and between my team and the client enabled us to take the production on the road and maintain the same efficiency.
And a few more images:
What’s your Passion?