Tamara Reynolds continues her work with Moroch for their client Citrical. In this second part of the “Standstrong” project Reynolds shot in tandem with TV ads. The print shoot produced four banner ads now on the “Standstrong” website featuring Chris Evert among other everyday women using the Citracal product.
The campaign by CD Jim Sykora and AD Theresa Wilhelm of Moroch & Partners, rested on creating powerful portraits of real women. Along with the women’s personal stories, these portraits are meant to inspire, motivate and support women. Wilhelm says she chose Reynolds for her ability to capture intimate moments in her subjects. Wilhelm wanted to hire a female photographer who would not only collaborate with her vision of the campaign, but who would bring her own magic to each shot. “At the end of the day,” said Wilhelm, “Tamara’s attitude is what won her the job. She got so excited about everything.” Together with an all female crew, Reynolds created images that celebrate the woman who lives life in an extraordinary way.