Margaret Lampert completed her second project for ScholarShare, California’s 529 College Savings Plan this spring in Santa Monica. Creative direction came from Geralyn Broder Murray of Big Shot Writer, working with art director Andrea Diaz-Vaughan. “The idea was to propel parents into saving more for college by connecting with them emotionally and making them realize how soon college will be here,” said Murray.

Murray says the first time she saw Lampert’s work she knew she was the perfect choice to capture that particular bittersweet moment when parents realize their kids are growing up. “Margaret manages to capture the tiny, yet most important details that make all the difference in an image: a hand, a glance, a hem. Her shots reach out and grab ahold of your heart,” she said.

“I was absolutely thrilled to have the opportunity to work with Geralyn and Andrea once again,” Lampert said. “Our first collaboration in 2012 had been a great success on every level and it was time to refresh the imagery and continue building the brand this time with images that spoke to the fleeting nature of childhood and the importance of starting a college savings plan.”

Authenticity was a primary goal of the project. Lampert worked with McBride Casting in Los Angeles to find as many real families as possible—mothers and children, brothers and sisters—and allowed them to interact as they naturally would. “I wanted to capture candid moments that felt emotional and authentic; a certain amount of magic mixed with ordinary childhood experiences that any audience could relate to,” Lampert said.

This time around, the project would take on a video as well as print aspect. Lampert brought on Courtney Perkins Ryan, who shot the video at the same time that Lampert was shooting the stills. “I needed to work with someone who is able to shoot motion with the same sensibility I bring to my photographs,” said Lampert. “As a result, the continuity between stills and motion is seamless.”

“Margaret and Courtney’s images fit the bill perfectly by capturing those moments that make you realize how fast your children are growing—and that you need to prepare for their bright future,” said Murray.

The production team was nearly identical to that of the first ScholarShare project. “We had such a great team,” says Lampert. “Mark Hofmann and Alicia Addis orchestrated a flawless experience for client, cast, and crew.”

A big thank you to ScholarShare for the great project and special thanks to Geri and Dre for coming back to Margaret for Round #2. We absolutely love the collaboration.