OVERVIEW
Below is a brief overview of the primary steps we took to produce a new direction of photography for the UK's number 1 seller of yellow rubber gloves, Marigold.
Below is a brief overview of the primary steps we took to produce a new direction of photography for the UK's number 1 seller of yellow rubber gloves, Marigold.
CASTING
Casting was an integral part of the process, having previously cast a 1950s pin-up caricature that made the brand look dated and played into a negative stereotype of women and house cleaning. The new faces of Marigold needed to reflect the diversity of the modern world and show the transformative nature of the brand by playing into the model's quirky personalities.
Casting was an integral part of the process, having previously cast a 1950s pin-up caricature that made the brand look dated and played into a negative stereotype of women and house cleaning. The new faces of Marigold needed to reflect the diversity of the modern world and show the transformative nature of the brand by playing into the model's quirky personalities.
LOCATIONS
When selecting the locations for the shoot we were looking for large rooms that had lots of natural light so that the imagery could look bright, light and airy. The homes also needed to be stylish and contemporary but have a lived-in aseptic, that aligned with the Marigold audience. We also needed to consider areas that could bring in the Marigold brand colours in post-production, such as adding colour to feature walls.
When selecting the locations for the shoot we were looking for large rooms that had lots of natural light so that the imagery could look bright, light and airy. The homes also needed to be stylish and contemporary but have a lived-in aseptic, that aligned with the Marigold audience. We also needed to consider areas that could bring in the Marigold brand colours in post-production, such as adding colour to feature walls.
PRIORITISATION
With the collaboration of the client, we set out to prioritise the shots, breaking the shoot up into 3 major categories that would ensure we allocated the right amount of time to each group of photos.
With the collaboration of the client, we set out to prioritise the shots, breaking the shoot up into 3 major categories that would ensure we allocated the right amount of time to each group of photos.
HIGH PRIORITY
Shot within a studio environment these were the most significant shots. It was paramount that we captured the warm, quirky personalities of the models to achieve the transformative look and feel the client desired.
Shot within a studio environment these were the most significant shots. It was paramount that we captured the warm, quirky personalities of the models to achieve the transformative look and feel the client desired.
MEDIUM PRIORITY
Second, on the priority list were the lifestyle led shots that needed to capture the personality of the model in an everyday scenario. These shots needed to steer away from conventional product photography and position the brand as fun and unexpected.
Second, on the priority list were the lifestyle led shots that needed to capture the personality of the model in an everyday scenario. These shots needed to steer away from conventional product photography and position the brand as fun and unexpected.
LOW PRIORITY
Finally, the lowest priority shots were the product USPs and details. These were important to capture as they visualised the product features and benefits but were not fundamental in changing the direction of the brand.
Finally, the lowest priority shots were the product USPs and details. These were important to capture as they visualised the product features and benefits but were not fundamental in changing the direction of the brand.
STYLING
When styling the lifestyle locations it was crucial that the models looked at home. Todo this we devised personas around the models so that we could dress the locations in relatable probs. For example, Dante was a young successful musician and surrounded himself with bright bold artefacts for inspiration.
When styling the lifestyle locations it was crucial that the models looked at home. Todo this we devised personas around the models so that we could dress the locations in relatable probs. For example, Dante was a young successful musician and surrounded himself with bright bold artefacts for inspiration.
SHOT LIST
Once we had gathered the core elements such as the cast, locations, styling and priorities, we brought this together to create a shot list. This had everything from references to help direct the models, to the product that would be in the frame. The shot list was an indispensable document whilst on the shoot, helping the photographer (Jay Mawson), stylist (Rebecca Lockwood), models and makeup artists to share the vision that needed to be achieved.
Once we had gathered the core elements such as the cast, locations, styling and priorities, we brought this together to create a shot list. This had everything from references to help direct the models, to the product that would be in the frame. The shot list was an indispensable document whilst on the shoot, helping the photographer (Jay Mawson), stylist (Rebecca Lockwood), models and makeup artists to share the vision that needed to be achieved.
ON LOCATION
'Bringing sunshine into people's homes' was the mission statement of the shoot and involved bringing lots of energy and laughter to the multiple days of shooting. For me, it was vital to engage with the models with humility and make them feel at ease, so their personalities could shine behind the camera.
'Bringing sunshine into people's homes' was the mission statement of the shoot and involved bringing lots of energy and laughter to the multiple days of shooting. For me, it was vital to engage with the models with humility and make them feel at ease, so their personalities could shine behind the camera.
