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KIPP Texas
The Creative Brief
KIPP Texas Public Schools is an open-enrollment, public, tuition-free, charter school network of 59 schools across Texas with nearly 34,000 students enrolled in grades K-12.
They needed commercial and editorial images of students and staff interacting showing a typical “day in the life” on a KIPP campus for their promotional and marketing efforts to attract new students and to introduce the concept of a charter school to prospective families where KIPP schools are located.
Client:KIPP Texas
The Creative Process
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Step 1.
Concept Development
Our team needed to capture documentary-style photographs of students, faculty, and school staff members going about their typical day. Images were needed that showed academic life in the classroom, social interactions among students outside of the classroom, athletic programs, and extracurricular activities.
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Step 2.
Pre-Production
We concluded that the best way to tell the KIPP Texas story was to create photos that showed the true atmosphere of academic excellence embodied at KIPP. We wanted to illustrate that a KIPP education will prepare students for any path that they choose to pursue once they graduate, whether that is a college education, a trade school, or an entrepreneurial route.
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Step 3.
Production
Our team spent two weeks documenting everyday life at KIPP campuses across Texas, and we worked closely with the students and the staff to make them feel comfortable. We worked diligently and quietly in order to preserve the academic and social cultures within the schools so that we weren’t intrusive or interruptive.
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Step 4.
The Results
Our team succeeded in creating an effective mix of candid, environmental portraits, and commercial and editorial photos that delivered engaging and, at times, emotional images. We were told that our work became the benchmark for all future photography at KIPP Texas.