CONTEXT
TEMPO is a professional women’s organization that connects its members with one another and the community. To celebrate their 45th anniversary, our all-female creative and production team refreshed TEMPO’s brand identity to reflect its mission — to elevate women and their contributions to business and their community.
THE IDEA
As proud as we were of our identity work, we quickly realized there was so much more to the Tempo brand. To celebrate the powerful emotion that’s core to the organization, we asked their members to share their own stories and captured their portraits with a camera from 1902.
Photographer Margaret Muza’s tintype technique reveals the power of removing filters, Photoshop and assumptions about women, enabling viewers to see the beauty in a single, perfectly-imperfect moment.
During two days of portraits and intense interviews, these women leaders revealed more than expected — their challenges, inspirations, stumbles and victories. And we captured all of it in “Direct Positive” — a powerful documentary about their hopes for every woman who follows in their footsteps.
THE RESULTS
A winning brand film. Truly winning.
We were thrilled to watch our documentary thrive on the film festival circuit, earning major accolades from the film community. And we were further honored to have our own advertising industry recognize it as well. Mostly because it all helped the Tempo voice … rise.
