About the project
The photo shoot for CIOP was created in cooperation with the Creative Harder agency as part of the 'Power of Ages' campaign. Its aim was to break stereotypes about 50+ employees and show them as active, experienced and ready for professional challenges. The narrative was based on four characters and four myths, which the campaign consciously polemicised. We shot the whole project in studio conditions, working at a fast pace and building each scene around a specific symbol or situation. One of the main elements of the set design was a wall composed of shuffles and notes, a visual symbol of the daily duties and challenges faced by the campaign's protagonists. Tomasz Fryszkiewicz was responsible for the photography. The result was a campaign based on a simple, strong message, showing experience and competence without a stereotypical view of age.
