SAY MORE WITH LESS
"The whole point of taking pictures is so that you don't have to explain things with words" - Elliott Erwitt
Travel in advertising has traditionally been depicted as an easy, leisurely experience that’s glossed over with generic emotion & settings. In turn, it's made differentiation from one travel product to the next, difficult to understand without writing.
For businesses that incorporate the intricate Transformational Travel framework, they need a new documentary-style, story-telling approach to imagery that depicts the important emotional transitions of the traveler that occur along the way, the honest settings that challenge them to question their surrounding, and the impact and interactions they have with people they meet in destination… Travel is a rich, three-dimensional journey that can be much more powerful than it’s usually expressed.