Joe Pugliese Captures Philips' Triathletes, Gamers, and Rockstars
Ogilvy enlisted Joe Pugliese to photograph a handful of Philips' current employees for a recent recruitment campaign. "The company wanted to emphasize that it's looking for multifaceted people who have lives outside of work, which resonated with me because I'm also a cyclist, and that gives me a certain perspective (in terms of the intensity of my day job) and helps me bring more creativity to making pictures," Pugliese said. "I'm in a similar boat as the folks in front of my camera," among them, a triathlete, a gamer, and a rockstar. "It was important to illustrate that the employees enjoy both aspects – it's not as though they're longing to leave their desks, dreaming of being atop a surfboard, because you see a lot of that type of imagery. These employees are as enthusiastic about their hobbies as they are about their work at Philips, so we wanted to show that as much as possible."
Pugliese scouted at the company's Somerset, New Jersey, building and selected conference rooms, workstations, and hallways to serve as backdrops. "I explained the mood to the subjects and was able to speak with them about their hobbies while we set up," he noted. "I wanted to get them talking about why they like doing what they do and bring that energy to the shoot." He went on: "I'm suited to photographing 'real' people, as we call them, who aren't used to the process because I can encourage them to act natural ... sometimes, they need direction, and they need to see that the photographer and the creatives have a vision – which makes it a lot easier on them because they know that they're not expected to perform. They don't want to be burdened with making it a great shot; that's my role."
The photographer added that Philips and Ogilvy were ideal partners. "We were on the same page regarding the message, so the project really moved along – we shot the five subjects in two days and it was easy to stay on schedule," he remarked, "and everyone was in good spirits the whole time."