Photography

Deliver on the story and concept. Tell the story, serve the story. Photography must do both. Images should be intrinsically interesting enough to pull in the viewer while delivering on a defined strategy, message, and concept. Photos in editorial pieces should intrigue while remaining truthful. Photos in marketing pieces can be more stylized, but all creative choices should be governed by the central idea.

Be resourceful. The proper technique is whatever the situation demands. BU is far-reaching, interconnected, diverse, and constantly evolving. This mandates flexibility and a range of techniques in how we express our brand to different audiences. Each photo must convey a specific attribute of our personality.

Execute at a high level. All photography must be worthy of our world-class institution. We tap different influences to enliven the brand and deliver the unexpected, making our work both approachable and aspirational.