Photographing animals and kids can be a tough assignment. And when a fence and a man-made pond separate the animals and kids, the challenge of getting the right angle for the right photo can increase significantly.
Faced with this exact problem, PAPA art director Corry Lino and photographer Tim Rohrbach sized up the situation and then, with Zoo staff permission, did what needed to be done to get the shot – they jumped the fence and crossed the Zoo’s railroad tracks for the perfect photo position.
It was all in a day’s (well, actually two days) work as part of PAPA’s development for the Erie Zoo’s 2012-13 Annual Report.
Themed, “What the Zoo means to You,” the report highlighted the personal experiences of four different individuals and families. PAPA vice president Mike Smiley developed the concept and copy while Corry and Tim brought the stories to life with eye-catching design and dynamic photography. Report readers found the subtle varnish featuring silhouettes of zoo animals particularly engaging.
Erie Zoo 2012-2013 Annual Report Design by PAPA Advertising in Erie, PA
“We used the stories as a means to talk about key projects and initiatives at the Zoo this year,” explained Mike. “The individuals and families we interviewed are true fans of the Zoo and great examples of the diverse range of experiences people can enjoy at this regional treasure.”
Mike added that a secondary objective of the report was to acknowledge and thank their large donor base as well as recognize the contributions of their corporate sponsors and partners.