In an effort to raise awareness and motivate annual fund raising for the YMCA of San Francisco, Foote, Cone & Belding partnered with Bay Area photographer Christian Peacock to create a proprietary photo library that documented the comprehensive programs offered at the "Y."
On a limited time and financial budget establish a photographic style that feels authentic and engaging. Organize the project so that a sampling of demographics, activities and age groups are represented.
Be part of the group. Christian, Amy (writer) and I participated in the same activities that club members did. By incorporating ourselves into the activities the camera became less and less noticible and the images captured became more and more spontanteous and authentic.
The elimination of stock photography usage with the creation of an engaging library of proprietary images spanning multiple Bay Area YMCA locations, demographics, ages and activities.