To mark being appointed an official representative of The Richard Avedon Foundation in the UK, Hamiltons present Richard Avedon: Portfolios. Throughout his 60-year career, the photographer Richard Avedon created only a handful of portfolios which he presented as complete bodies of work meant to be displayed as one group of photographs. Hamiltons exhibit two of these rare portfolios, La Passante du Siècle and Made in France, marking the first time either portfolio has been exhibited in its entirety.

Objectives

Our primary objective would be to showcase the exhibition through a series of 4 individual hero videos featuring gallery director Joshua White as he gave exclusive insights into the life and work of Richard Avedon. This hero video content would need to:

• Form the core of a social media promotional campaign for the exhibition and gallery.
• Inform and educate our target market as top-of-the-funnel marketing content which provided genuine value and insight.
• Showcase the breadth of the artwork on show at the exhibition.
• Tease our target audience into wanting to visit the gallery.
• Perfectly represent the artwork as it appears in real life.

We would also look to harvest as much footage of the gallery and artwork for future short form video content and archival purposes.

Results

• Four individual hero videos showcasing the exhibition, each focusing on a different aspect of the artist’s life and specific pieces.
• Five further short form adverts for the gallery formatted for social media channels (20 seconds, 30 seconds, 1:1 and 4:6).
• Over 120 evergreen clips of individual pieces delivered as an online Footage Library. Trimmed, graded and ready to drag-and-drop into website pages, social media feeds and future video content. 

Our video productions with Hamiltons Gallery spanned shoots in London and Europe over two years, coverage of ten exhibitions and over fifty pieces of hero content.