“My Story” Campaign
As a part of a broader marketing campaign, the AIM photography team creatively captured the story and authenticity of four Veterans who have benefited from the Post-9/11 GI Bill. Our work on this project included:
- Strategic Consultation
- Highest Quality Photography and Lighting
- Specialization in People and Advertising
- Set Development
When Congress passed the Post-9/11 GI Bill in 2008, it included several branches of benefits for Veterans. Each benefit is available at the Veteran’s request and purposed to help Veterans’ dreams come true through the educational funding of the Post-9/11 GI Bill. In an effort to expand awareness of these benefits, the U.S. Department of Veterans Affairs (VA) teamed with AIM to develop a marketing campaign which included photographing actual Veterans who have benefited of the Post-9/11-GI Bill.
The Bill required the VA to implement the program quickly. As part of the finished campaign, photo shoots of the Veterans had to be completed within very short time constraints. Also, the Veterans being photographed had no experience with modeling and naturally were uncomfortable with a professional photo-shoot. In conjunction with the photo shoot, our team was simultaneously conducting a video shoot was happening with the same Veterans in the same space.
AIM became judicious under the time constraints. We involved the true customer – the Post-9/11 Veteran to gain their insight and approval of the concept development for the photo shoot. AIM’s photography and video team worked together to stage the environment to reflect the story and personality of each Veteran that was portrayed. We also built a relational bridge with the Veterans to help them feel at ease during their photo shoot. In turn, we captured a great product for the client.
With the video and photography teamwork and coordination from AIM, our team delivered a series of exceptional photographs within the time constraints of Veteran’s Affairs. After seeing one Veteran’s “My Story” photographs, analyst Marty Smith of ESPN picked up the story, which gained insurmountable attention for the Post-9/11 GI Bill. He shared with AIM, “The pictures were what drew me in.” NASCAR/Live Events On September 11, 2010 in Richmond, VA, NASCAR held the September 11 Air Guard 400 Sprint Cup sponsored by the U.S. Department of Veterans Affairs (VA). The VA hired AIM as a strategic partner and sponsored the NASCAR race. In addition to planning and coordinating the live event, AIM captured it all with photography: