PHOTOGRAPHY
Avoiding the Stock Trap:
A New Standard in Branded Imagery
At D'Amico Studios, our recent collaboration with Penn Mutual represents a benchmark in custom photographic libraries. Over several months, we worked to redefine Penn Mutual's image library with the goal of creating a custom look for the brand. We spent eight days shooting over 67 scenes across 17 locations to create an exclusive library, which was cast and shot to their specifications.
Our goal wasn’t just to take photographs; it was to capture the essence of Penn Mutual's new brand positioning through our photographic interpretation of the strategy. We wanted to ensure each image reflected the authenticity and diversity of their customers. We cast hundreds of actors and models to find 50 of the best improvisational talents that fit the bill.
Technical Mastery Meets Creative Vision
We worked with the company's vision, that of the CEO, CMO and the internal creative team at Penn Mutual operating without an ad agency as an intermediary. Normally a red flag, however in this case it was a joy to listen to and work closely with their creatives headed by CD Kevin Mercer, formerly of Comcast and Thompson Reuters.
Creating images for an insurance company like Penn Mutual requires more than just basic photography. What I think separates us from other production studios is that our process works to understand the brand's ethos and the audience's expectations. It’s a cohesive approach that supports the company's marketing goals with assets that work across the multitude of touchpoints in today’s content-rich environment. The technical execution of each photograph is more than just a visual —it’s designed to carry a narrative that inspires trust, excellence and confidence.
These are the fundamental foundations that a financial institution must exhibit. Viewers will observe the image first, before reading the headline or copy. It's the very core of non-verbal communication, and why advertising works better with imagery. The visuals we created speak directly to the target demo by placing them in situations and environments that act on subconscious triggers. If you’re not using the psychological power of photography in your communications, whether it’s B2B or B2C, you're not using this medium to its maximum benefit.
The Result: A Tailored Photographic Library
From over 35,000 images captured, we distilled a library of 150+ premium photographic images, each selected for its power to communicate and connect. Each setup had its corresponding 4K video footage shot RAW and in S-log 3 for maximum flexibility and color correction. This selection process was as rigorous as the shooting itself, involving critical decisions about which images best represented the Penn Mutual brand. Luckily for us, we had a great working relationship with the client, which made the process a smooth one.
Beyond the Shoot: A Lasting Impact
The new photographic library is a testament to what can be achieved when technical expertise meets an in-depth understanding of client needs. For Penn Mutual, these images are tools—each one tailored to engage and inspire their audience, each one a building block in their unique ongoing story.
Standing Out in the Age of AI and Stock Images
In an era where AI-generated content and stock images are becoming abundant, mundane, and eventually expected, it’s challenging for companies to stand out and get exactly what they need. We believe in a bespoke approach, creating exclusive photo libraries perfectly aligned with our clients' visions and needs. This project with Penn Mutual showcases our ability to deliver customized visual content that goes beyond the generic, ensuring each image is a unique representation of the brand.
Final Thoughts
As we reflect on this project, we’re reminded of the power of images; to enhance reality, tell a story, and connect us on an emotional human level. Our approach goes beyond mere photography, seamlessly blending technology and art. We harness multiple disciplines to craft authentic experiences, all guided by a clear, intentional human vision. We’re ready when you are.
