Amica

Mother New York brought Dustin on board to create the inaugural lifestyle image asset library for Amica Insurance. Previously relying solely on stock imagery, Amica aimed to establish a unique collection that embodies their core values of humanity, connection, and empathy. Shot over three days in New York’s Tri-State area, the project was designed to capture genuine moments that resonate with Amica’s vision.

Working closely with Mother throughout the casting process, Dustin prioritized hiring real families to bring authentic interactions to the forefront. By engaging with the subjects during pre-production and creating comfortable scenarios for their interactions, he was able to build trust and allow the scenes to develop organically. The talent for the shoot included four families, six individuals, and even three dogs, all contributing to the campaign's focus on relatable and genuine connections.

To distinguish the imagery from the previous stock photos used by Amica, Dustin and his team created dramatic warm lighting that enhanced the emotional depth of each shot. This approach enabled them to efficiently capture a range of visuals, from wide interior scenes and portraits to detailed close-ups. The locations varied from exterior settings and homes to automobiles, providing a versatile backdrop for the narrative. To manage the ambitious shot list, they incorporated a second shooter, allowing the team to work seamlessly across multiple setups.

The result was a collection of over 40 unique photographs that not only showcased Amica’s new lifestyle image library but also set a new standard for how the brand visually represents its values of empathy and connection.