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The Way I See It is a documentary based on the #1 NY Times Best-Seller by Pete Souza, Chief White House Photographer for the Obama and Reagan administrations. The client was looking for art that spoke to Pete Souza’s personal and career journeys, as well as photojournalism as a whole. Similar to Pete Souza’s approach that respected the office and did not lean in any one way politically, the filmmakers vision was careful not to go too political, but instead portray who we want to be and who are we as a people. They wanted the art to do the same, as well as highlight Souza's strength in capturing more private, personal and candid moments.
We were looking for a powerful single image that would use the tools of photography as a design element and serve as a vehicle to showcase the heart and intimacy of Souza's work. In a time when there is so much polarization, this piece sought to showcase the humanity Souza captured in two opposing parties. We wanted to lean into Souza’s strengths in capturing the humanity behind the office, to always highlight hope and the positive, and, in remaining politically neutral in his images. Using the the camera as a symbol of photojournalism, and showing the images of each president side-by-side, we were able to reflect the intentions of Souza and the filmmakers to focus on the humanity of the office and the photojournalistic journey to uncover the people behind the curtain.
The poster was very successful on social media, as the film aired during the COVID-19 pandemic. The poster was posted directly to Pete Souza’s instagram, Laura Dern's (a producer) instagram and Dawn Porter’s (director) instagram. The film, as well as the art, became popular on social media before the November elections with the social media hashtag #VoteTheWayYouSeeIt.