Imagery

How we approach brand imagery creation.

Authentic  |  Democratic  |  Human Community

People, relationships, human moments, and diversity are celebrated. The style is clear-cut, with the situation within each image depicted authentically and relatable focusing on the human element seen in easy, familiar synchronicity with the product. The chosen images do not feel staged, even within an obviously set-up and controlled studio portrait campaign.

We are looking for beautifully photographed snapshots of authentic and human moments, ( those caught micro-moments in between the action) blending sophisticated lighting with attractive composition. The product does not present like stiff costume, but more a part of the subjects’ familiar and comfortable working attire. This allows us to create high-quality, emotionally charged images that move and resonate with the viewer, while also expressing our values of quality, an abundance of choice, and a sense and spirit of the believable inter-connected community of carers.

Crisp editorial lighting | Moments | Relatability

Studio portraiture should be lit beautifully. Human subjects are presented with a clean, attractive and relatable approach. Skin and product is lit high quality and editorial. Backgrounds are simple and tonal with little clutter.

Props and accessories are simple, clean and purposeful, but are not used to create a storied stage-set, but more as a simple reference to augment the feeling.

Content

A selection of reference videos showing approaches to content. These show the type of content, the attitude of the subjects and how small micro campaigns can be created.

An example of a simple capturing of an interview from a larger shoot that can be woven into a charming micro campaign

Example of creating an environment to interview select subjects to promote a product launch, or a product feature within a capsule story.

Example of a fresh, rough studio-based product capture. Basic, authentic, attractive and informative.

Clever and simple way to promote a category with clever post editing.

A loose and energetic location shoot to promote a category, routing the subject in a relatable place.
(in this case, bustling Manhattan)

This shows exactly the right amount of playfulness, levity and delight.

Nicely shot, nicely edited. This captures movement, a sense of a community and nice moments of fun and relaxed joy. Nothing is forced. Confident people captured in natural human behavior.

Beautiful, poised studio portraiture, woven into a storytelling piece using nice editing.

This shows how animating information can fall down if the information clashed with the template of the Social Media site. All content needs to be created to fit the media.

This encapsulates exactly what we do NOT want our subjects to act like. The tendency to drop into cliche modelling school poses with bent leg and hand on hip and those type of poses, lifts the imagery into inauthentic and anodyne. We require authentic human moments of portraiture rather than standardized posing.

Warm, editorial lighting | Moments | Familiar locations

Our location imagery should follow the same essential fundamentals as the studio shots, in that they are capturing very relatable, human moments.

Lighting should be warm (but not overpoweringly so) and as natural to the chosen location as possible, with interesting use of shadows and depth of field to create interest, spacial dimension and drama.
Subjects should appear natural and unforced. An encouragement to move between stillness and very natural gestures should be used to capture those unguarded moments where humanity shines.

Examples below show studio approaches to lighting. Notice the quality of skin and product lighting. Beautiful shadows. Occasionally, more dramatic vignette lighting is seen on the left and also cleaner, flatter brighter backgrounds as seen on the right. In both examples, lighting is crisp, and well-considered and results in beautiful, human portraiture. Black and white images can be presented as a diptych with a color counterpart to create compelling spreads.

This is also a great example of capturing the human spirit, moments, and personality.