A setting is not a background; it is an environment.
Robert Edmund Jones
Beauty may be in the eye of the beholder, but we can certainly direct their focus. Whether transporting consumers to another time or place, or creating the ideal environment to showcase a new product - it is the attention to detail that brings the enviroment to life and captures the audience’s attention.
For me the amount of research and preparation involved before the shoot is what ultimately sets that shoot apart. From location scouting to choosing a production team who can deliver an end result that is a seamless reflection of the brand, and the specific outcomes of that campaign.
Often the most simple idea produces the most compelling results.
For this particular shot, I wanted to pay homage to the iconic brand advertisements that had come before, while simultaneously creating a product shot that connected to the associated reel that was filmed in the same location.
The original background chosen for this shot was not reading as rich and luxuriously as I had hoped, so I shifted gears and used the carpet instead. This slight change not only read better on camera, but delivered that warm, inviting atmosphere I wanted to create.
When creating concept story and mood boards, I will always ensure that the requirements of the brief are met, but will include additional ideas that push the creative boundaries - sometimes these ideas work, and sometimes they don’t but we don’t always know until we try.
I believe my experience in strategic brand development has given me a competitive edge with regards to styling, creating a unique brand identity that enhances consumer based recognition and brand loyalty.