The campaign includes ads in numerous business publications, neighborhood banners, the new NoMa website, several resource publications, and the 2010 Annual Report.
I loved the shoot as the assignment made use of all my strengths and interests in photography: lifestyle portraits of workers and residents, street photography, cityscape work showing the proximity of the neighborhood to The Capitol, architectural images and details. Fun stuff.
For years I have driven up and down North Capitol Street regularly...but until I was approached to cover the area by NoMa, I had no idea of the explosive growth and renewal in this area that many had written off as dead. Just blocks from the US Capitol, running from behind Union Station northward, many government agencies have established new offices bringing in thousands of workers. Also several developers have built new apartment and condo buildings attracting younger DC workers that want to live close to downtown. Lastly, the Metropolitan Bike Trail and New York Avenue Metro station offers dynamic and fun commuter options. With the new apartments and offices, several restaurants have opened, including Roti was my favorite lunch spot while on the multi-day shoot.
Working as a team with NoMa staff and their superb design strategy firm DOXA, the campaign has been well received. NoMa reported to me that they are "thrilled with the look, feel and content of these images. Great job!"
Love working on a project that celebrates downtown rebirth and renewal!
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