Dan’s Story - Building a Stable from Scratch
We all know legendary horse training names like Gai Waterhouse and Bart Cummings. So how does a person with 15 years experience but a perception as a ‘newcomer’, break that mould and establish himself as a credible and professional horse trainer? This was the problem facing Dan Williams, owner of Daniel Williams Thoroughbreads.
Who is Dan?
Dan’s ideal client on his website is potential investors in horses for him to train. So we wanted his story to show the hustle, the passion and the success that training a winning race horse involved.
“TRAINING A RACE HORSE DOESNT HAPPEN OVERNIGHT. THERE ARE WINS AND LOsSES ALONG THE WAY. I WANTED TO BE HONEST WITH MY POTENTIAL INVESTORS AND LET THEM SEE THE JOURNEY THAT WAS AHEAD OF THEM”
The second you meet Dan, his passion for horse training hits you immediately. So we needed to take that passion, and visually tell his story through this project.
The Story
To immerse ourselves in a day with Dan. From getting up at 4am, to swimming with the horses in the middle of winter.
“PEOPLE I MEET IN A BAR, WHO LOVE HORSES, ALWAYS HAVE SO MANY QUESTIONS. SO IT MADE SENSE TO TAKE PHOTOS OF WHAT I DO. LET THEM SEE FOR THEMSELVES.”
So with Dan’s daily schedule ready in a spreadsheet, we set the alarm for 4am and crossed our fingers that we could manage to get out of bed.
The Project
Earthy tones not only complimented his brand strategy, they also assisted in conveying the outdoor, rugged and natural look to the imagery. We ensured everything from his wardrobe to the colour of the horses bridle matched this colour palette. The variation to this was when full vibrant colour was used in future images taken on ‘Race Day’. Different colour palettes assisted to position the stages of the journey.
