Mia Ghogho for Urban Outfitters
Staging and Photography by Mustapha Adewusi
Project: #AtHomeWithUO campaign ft. Mia Ghogho for Urban Outfitters.
In collaboration with the brand and model, the creative direction for the shoot took form in a modern-relaxed vibe with the precept of being At Home astutely highlighted as the overarching theme of the collaboration. Each scene conveys the serenity of lounging/working/creating at home and boasts comfortable, chic Urban Outfitters clothing pieces as its focal point. Below are some of our favourite shots from the colaboration.
The Live Case Study: Two Companies Impacting Covid-19
Authored by Mustapha Adewusi
The last six weeks have been extremely interesting to say the least. From stay at home orders, to restrictions on certain businesses and leisure activities across the world, these occurrences are a reality that not many of us saw coming. Companies like Amazon have shown us that there is such a thing as bad publicity, as they’ve come under fire for their handling of Covid-19. They, along with many of their counterparts are now forced to throw everything they once knew about Marketing & Promotions to the wayside. While some are struggling to improve their public relations and successfully adapt a new creative strategy that speaks to customers’ core values during these trying times, others have risen to the occasion exceptionally. Two companies that come to mind are Postmates and Ford Motor Company. They’ve set a great example by prioritizing people over profits, setting an ethical standard that has proven to be a far reach for their peers in their respective arenas.
Postmates is a food delivery service operating in 2,940 U.S. cities. Its social impact and current stance during the wake of covid-19 has been impressive to say the least. Not only is it helping small business owners stay afloat through its delivery service, the company is also giving its everyday customers an opportunity to continue to have access to the great Mom and Pop cuisines that their communities have to offer at a discounted rate. There is a postmates code available for free delivery every day of the week and the company’s plan is to keep it this way for the duration of the lockdown/ Stay at Home order imposed by most states during this crisis. Postmates also prioritizes the comfort and wellbeing of its couriers by educating them on and pushing the importance of proper cleanliness, providing them with safety gear/supplies, and creating a Postmates Fleet Relief Fund to help those who test positive for the virus with medical fees and an allowance to offset two weeks of loss income during the required quarantine period. “We launched the Postmates Fleet Relief Fund to help our fleet cover medical expenses related to COVID-19, regardless of diagnosis. Additionally, active members of the fleet who receive a positive diagnosis for COVID-19 or who are required to self-quarantine based on infection may be eligible to access additional funds to offset up to 2-weeks of lost income while they recover” (“Postmates CoronaVirus Response”, For Our Postmates Fleet). These actions create a favourable public image for the company and shows that at the end of the day, its main priority is the comfort of its customers and the safety & wellbeing of its couriers.
While Postmates is making it its mission to save the day in the food delivery industry, Ford Motor Company is saving lives, literally! The automotive industry giant has partnered with GE Healthcare, UAW, and 3M to produce ventilators, air purifying respirators, plastic face shield and other personal protective equipment for coronavirus patients as well as the healthcare workers risking their lives to care for them. This socially conscious act from the company could potentially save the lives of hundreds of thousands of people. Ford is proving to its customers that it is truly made in and stands with its home country (Que Born In The USA by Bruce Springsteen). Thousands across the country will benefit from this act by Ford Motors and will subsequently remember what role the company played in aiding lives during this pandemic. Whether intentional or not, this gives them a great competitive advantage in the eyes of potential customers. “This is such a critical time for America and the world. It is a time for action and cooperation. By coming together across multiple industries, we can make a real difference for people in need and for those on the front lines of this crisis. At Ford, we feel a deep obligation to step up and contribute in times of need, just as we always have through the 117-year history of our company”(Bill Ford, Ford executive chairman).
To conclude, covid-19 has had a significant impact on all of our lives. While many have succumbed to its clutches, there are few finding ways to reduce the negative impact it is causing across all aspects of our realities. Companies like Postmates and Ford Motor Company have made it their mission to reduce the ruins this virus is likely to cause. By providing their services at little to no cost to benefit their customers, employees, and everyday people across the country, these companies are proving to the world that values and ethics matter in business. They’ve set a great example by prioritizing people over profits, setting an ethical standard that has proven to be a far reach for their peers in their respective arenas. Bravo to these two giants in their fields and all those who are following suit at any capacity, including everyday people like you and I.