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Creative for Creative’s Sake
The University of the Arts Viewbook |
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The creative team started by writing a poem. Not the usual
way we begin new projects, but in this case, exactly the right
way to begin. The poem perfectly captured the vision, energy,
and promise of UArts. It was the structure, thread and muse
for our book.
Everything took shape from there. The look and feel. The visual
language of the photography. The pacing and rhythm of the story.
We shot around the university, in and out of its studios, theaters,
galleries, editing rooms and dorm rooms. We also shot all over
Philadelphia because the city is not just the university’s location,
but in many ways, its soul and psyche. One art director, one
photographer, one assistant, 5 days and over 6,000 shots.  
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