In today’s fast-evolving digital landscape, connecting with audiences on a global scale requires more than compelling visuals; it calls for purposeful storytelling that resonates deeply. Bianca Tamura, a content marketing expert with a background in creative direction and project management, understands this well. With extensive experience across editorial, social media, and brand film production, Bianca has crafted campaigns that speak to people’s values and inspire engagement. From her transformative projects at HP to her role as a judge for the Spotlight Awards, Bianca brings a unique perspective on the importance of combining creativity with purpose.
In this interview, Bianca shares her insights into building impactful brand stories, balancing the multifaceted roles of content creation, and recognizing the potential in powerful images. She also discusses her approach to evaluating entries for the Spotlight Awards, focusing on the elements that make a photograph truly resonate.
With extensive experience in content marketing across various mediums—editorial work, social media, and brand films—what are some of the biggest lessons you've learned about connecting with global audiences?
I’ve learned that people prefer to connect with brands that serve a greater purpose. During my time at HP, it was a consistent theme that our analytics soared when we did projects focused on topics such as DEI, digital equity, etc. Given the state of the world, people are demanding that top companies contribute to making it a better place.
As someone who has worked in photo/video, project management, and creative direction, how do you balance these roles to deliver a cohesive vision for a brand campaign?
I’m a type A person with a jack of all trades skill set, which is uncommon but it actually works quite well in creative projects. I have the ability to understand both sides of the coin, from the operations perspective and the creative direction needs. At the end of the day, all of these skills need to work in tandem for a successful brand campaign.
Having served as a judge for the Spotlight Awards, what do you believe is the most significant value that this competition offers to photographers?
It gives them exposure to people who could hire them in the future. I discovered many new talented photographers through the program. Connections in this industry often determine who gets hired for projects, so it’s a great networking opportunity.
When evaluating entries at the Spotlight Awards, what key elements do you consider when determining a successful photo piece?
I look for storytelling through a single photo. What is it trying to tell me? Is it engaging, does it make me curious, has it been done before? To me, photography is a means of communication, not just an aesthetics vehicle. But if you can combine the two and execute beautifully, then that’s the determining factor of a winning photographer.
In your role as a judge for the Spotlight Awards, you’ve seen a lot of creative photos, how do you evaluate creativity?
I focus on the production of the photo. Did they go above and beyond to get that winning shot? Does it spark any emotion? What makes that photographer’s perspective different from anyone else’s? Essentially, I want to understand their creative vision and what makes it unique. So, I examine their work and determine if that came through.
Looking back at your own career, is there a specific project or milestone that had a lasting impact on your approach to brand storytelling? How does that experience inform your perspective when judging at the Spotlight Awards?
Yes, I helped HP strategize the design for their new vision, mission, and belief campaign. We had to tell the story of how “one thoughtful idea has the power to change the world” through photography and brand assets. I proposed that we use vintage photos of HP’s inventions from its beginning years and connect them to how it has impacted the world today. For example, the audio oscillator was invented by HP, which can be connected to our use of speakers and headphones today. We connected these two ideas through an approach of “then” vs. “now.” The photos live in HP offices today. This ties directly back to judging photography by the story that it tells.
We thank Bianca for sharing her inspiring journey and insights into impactful storytelling and creativity.
