Ryan Atkinson and his team brief was to design a physical book to manifest our Management Principles. The Business Transformation team at R/GA (among many things) is known for it's sneaker culture. And because they know that good managers make their people look good, they thought it only fitting to bring their sneaker culture and management principles together to create the BT Lookbook — A collection designed to help you find your own (management) style and put your best foot forward.
For the art direction of the photography we shot a "polaroid-in-the-moment" style to emphasize the concept of a fashion lookbook a little more. Hard shadows, hot lighting and even a bit of blur were all intentionally designed to reference powerhouse fashion magazines like self service.
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