16/11/2012 - Art Direction - Commercial Photography - Product Photography
Carte blanche is probably the best term to use when it came to the Champneys product range. This was Champneys first professional attempt to crack the beauty product market and I was at the forefront of this massive undertaking. When it comes to pressure then simply put… it was on!
The Champneys heritage and brand was of paramount importance, which in itself opened a new can of worms. So how do I promote a new product line into a highly competitive market and follow that up with years of history and a plethora dedicate of Champneys followers all desperate to get their hands on the new collection? Or in their case rub it on their bodies and faces!
Well it wasn’t hard really as the creative juices started flowing immediately and they all pointed me towards keeping the shoot simple. I set about photographing many of the initial mock up products that came through my door and my direction was to keep the products clear from distractions and clutter which in essence allowed them to do their own talking.
I thought long and hard about photographing all of the products on my own as being a control freak with a touch of OCD I had to have as much input as possible. Nevertheless I decided that I would split the shoots into two parts, as there was just too much work for one man to undertake. I entrusted stage one to a fantastic photographer named Paul Mockford who I had worked with previously on other commissions but more importantly understood my visions and art direction.
Each of the product ranges had a core ingredient that was easy to source so I was keen to include these into what I deemed a creative photo. So for every one clean, clear and precise photo we took I followed that up with a creative ingredient shot.
Paul and myself had a fantastic time in the studio setting up fish tanks and dropping products into water or we were playing around with rocks, seashells and sand. I had to make sure that the photos were as crisp as they possibly could be especially around the product edge, text and logo. So we spent an inordinate amount of time testing out a collection of lenses… this could have been the OCD kicking in but it just has to be done sometimes. The work Paul and I put into stage one was certainly the most fun and creative and with the meticulous precision I put into each shoot I think the photos speak for themselves.
Stage two consisted of placing the products in situ. What I mean by this is that they were put in and around their natural habit which in this case is the Champneys health spas and also in application as demonstrated here: Champneys Treatments.
It’s an exciting time when I start a new project as the creativity just flows and the ideas overwhelm the senses. I cannot speak so for all designers and photographers but I do get a little upset when the project finishes and hits the mainstream. Its kind of like when your favourite TV series finishes for good…. in my case it was the Sopranos… I was devastated when that ended!!! Don’t get me wrong its great to open a magazine and see your work by surprise but its never the same as when you are in the moment of creative thinking. Anyway enough of my ramblings by all means get in touch if you require any product photography.