Photo District News article on the makings of our AFL-CIO broadcast spot.

by Bil Zelman

“The AFL-CIO has produced a groundbreaking broadcast piece,“Work Connects Us All,” which contemporizes and humanizes an institution that has traditionally been seen as a polarizing brand. The AFL-CIO hired award-winning, New York  City-based indie social engagement agency, SS+K , known for such iconic work as the yellow wristband campaign for Lance Armstrong’s Livestrong organization, as well as its recent Cannes Lion kudos for Coca-Cola’s Honest Tea.  The SS+K team researched a lot of photographer candidates, looking at personal as well as commercial work, as that indicated the kind of honest connection they wanted with real union workers. Exec. Producer Fagan and CCO/ Creative Director Kash Sree went with advertising photographer Bil Zelman.   “Bil’s work is technically beautiful but it was his connection to the subject that made him the perfect choice for us.  During pre-production, Bil took the time to review hundreds of candidates for the photo shoot to help us find the people who would help us tell the story best,” says Fagan.  “We loved Bil’s work. There was something natural yet cinematic about it, at the same time.  Human yet rich.  He reaches in and finds the beauty in people,” says SS+K COO Kash Sree.

Full article here: