Big brands are, quite rightly, protective of their image and what you produce on a shoot it representative of them and their vision, ethos and identity. It is so ultimately important that, as a photographer, what you produce is in line with this whilst also maintaining your own identity and keeping clarity on your vision.
Here is the interesting thing; when working with a brand and a retailer on the same shoot, they may have slightly conflicting briefs – and somehow you have to produce a finished product which encapsulates both the brands feel and identity and the can be utilised effectively by the retailer.
I will be discussing briefly my recent shoot with the brand Puma, for use by the retailer Sports Direct.
Here are abridged versions of the briefs:
- Street style –steps/underpass
- Lighting to be quite natural with a raw feel
- Play around with angles of the shots –shots from below to showcase the underpass
- Powerful, streetwise, and strong.
- Warm color temperature, black areas and shadows should have detail and look a little color-washed.
- capture natural light / Open shade
- Keep it interesting. Use perspective and a strong vantage point to keep the product/model the focus of the image.
- A view to it being like a more urban ‘en pointe’.
Okay, so to summerise, they collectively want an urban edgy feel, in a specific location, with slightly washed out shadows, and i should also mention that the range is called ‘THE PASTEL RANGE’.
In my head at this point, i already know where we’re going with this. Its a pretty good comprehensive brief, which isn’t too split down the middle with the differences between Brand and Retailer.
Here is where the wealth experience comes in to play, because:
- I have seen two photos of the location, but will not get chance for a recce.
- I have to use my instincts and experience to guide me with what equipment to take, and plan shots for an 8 hr shoot in the hour it takes to do the hair an make up on location.
- It is forecast rain and cloud.
- So it will be grey and dark, colours will be muted (not the end of the world).
- The location is under cover so thats not too bad.
- The brief is ‘natural light’ so i need to pick my additional back up lighting with a view to mimicking this in the event i need to supplement the natural light.
- The main kicker of the location is the green roof.
- Pretty tricky to do a whole shoot focused around a roof, so we need to get that into play as much as possible, without overplaying the low angle too much.
So, here are a few of the images from the shoot, below:
I will be posting some notes on Post Production in general, but as an overview, the post here was just a general cleanup, and softening on the shadows as requested by the brand, with a pastel overlay to really soften it up and give it the ‘en pointe’ feel.