Day19’s Creative Synergy: Trust, Spontaneity, and Unplanned Magic

The Creative Brief: Capturing Genuine Moments

Denny’s has been a long-time client of Day19’s and this campaign marked their third collaboration with the brand. “They usually keep us in the loop when they have something new to promote,” Jeremy explained. This time, the focus was on promoting summer sandwiches, with the goal of creating still images to complement a commercial. While the motion food shots were captured in Mexico City by a different director, Claire and Jeremy were tasked with photographing people enjoying the sandwiches in Dallas.

The duo’s approach was centered on authenticity, a hallmark of their work, especially in family-themed campaigns. They wanted to capture real families in genuine moments of enjoyment. To achieve this, they worked closely with the agency to select talent, focusing on finding a family that naturally worked well together. 

The Power of Collaboration

One of the unique aspects that contributed to the success of this campaign was the dynamic between Claire and Jeremy. As a husband-and-wife team, they have a natural rhythm that enhances their work. Jeremy highlighted how having two photographers on set allowed them to capture a wider range of shots from unique angles—shots that might not have been possible with just one camera. “It’s more of a playful camera,” Jeremy noted, emphasizing the benefit of their collaborative approach. This method often leads to unexpected, yet highly effective, images that weren’t initially planned.  “A lot of the shots that end up getting used weren’t planned going into the shoot,” he said, underscoring the importance of being open to spontaneity.

A Trusted Partnership

The success of the Denny’s summer sandwich campaign is rooted in the strong relationship Claire and Jeremy Weiss have cultivated with Denny’s creative team over the years, allowing them to be involved from the very start of the creative process. This trust has enabled them to seamlessly collaborate, adapt to challenges, and infuse a playful spontaneity into their work, resulting in authentic and engaging imagery. Their ongoing partnership with Denny’s highlights the power of combining talent, collaboration, and trust to create memorable campaigns that resonate with audiences.