We Print That
As we were starting to build our parent brand of Vista, we still needed to keep the core print business of VistaPrint running. My team was tasked with developing a hard-hitting yet brand-forward campaign that showed the breadth of what we could do. It was based off the strategic insight that our target audience knew us for business cards, but not much else. So, we tackled that head on… in the opening line.
The Broadcast spot was concepted, written and developed by the internal Creative Brand team at Vista. We partnered with The Director’s Bureau to produce the spot and Gia Coppola to direct it.
PHOTOGRAPHY
As part of the We Print That campaign, we developed a look and feel for photography that became the VistaPrint brand look and feel. The look features high noon lighting, high contrast shadows, and vibrant colors. It is imperfect - products are shot in unexpected, but real, locations. Sets are not scrubbed and cleaned to remove all evidence of life. We want our products to feel seamlessly integrated into small business everyday life.
Credits CD: Julie Halloran ACDs: Jorge Brandao and Pauline Sall ECD: Cliff Skeete CMO: Ricky Engelberg Director: Gia Coppola Production: The Director’s Bureau Editing: MackCut Music Composition: Squeak e Clean