This shoot was for a series of ads, direct mail, and the website for Riverwoods Exeter a continuing care retirement community. The concept was to illustrate active seniors to promote the lifestyle at Riverwoods. Working with the VP of communications, we identified a number of scenarios to convey that message. One winning concept involved a resident bicycling in the New Hampshire seacoast area, near where the community is located.
With a crew that included the client, hair and makeup stylist, and assistants, we set up the shot on a bike path along the coast. The soft light from the overcast sky was beautiful, but we needed more light on the subject in order to add drama and bring life to the shot. With one assistant holding the bicycle, another overseeing the lighting, support from the stylist, and great nonprofessional talent (a Riverwoods resident), we created one of the client’s signature images.