Brand Photography
CREATIVE PRODUCT SHOOTING
Brief
Vitl needed to update their imagery and expand their library, so they can better describe and communicate their offering and brand values true visuals.
My Role
To come up with visual solution of how the products can be showcased on the platform, how to emphasise the packaging elements that make the brand stand out.
Responsibilities
Art Direction, presenting moodboards and sketches to explain what type of images we need to use. Editing, mocking up compositions and scenarios. Collaborating with marketing team on the decision makings and briefing external agency on shooting assets. Reviewing the final outcomes with the team.
Problem
Defined Product Problem
Imagery didn’t fully represent the product proposition
Research proved that people weren’t really attaching to the these visual components and they weren’t sure why these people were so happy.
- Not showing clearly the product
- Old 3D model of the product
- Not explains clearly how it works and product value proposition.
Why
- Lack of brand voice
- Lack of personality and human touch
- Very basic product showcase
- Not showing the best product features
Concepts
I’ve translated the brand values through showcasing the products with two concepts:
CONCEPT ONE
Showing how all Vitl products are compelling each other with lifestyle touch adding lemons and fruits which are associated with healthy lifestyle.
CONCEPT TWO
Showing real people in their everyday life. Using Vitl’s users personas and their healthy routine.
The Process
THE PROCESS
Lifestyle scenarios sketches
The idea was to show how people/vitl customers are enjoying to take their vitamins on a daily bases. Representing, real scenarios from taking the vitamins placed on their work/office desk to representing the weekends when you are relaxed at home.
THE PROCESS
Product composing - digital sketching.
Brainstorming layouts for hero images and other components on the platform.
Product Photographing
EXECUTION
Product - Concept One
The concept was executed in-house, in collaboration
with Vitl’s Content Creator and Photographer Alena Nelson.
End result
Set of consistent product display. We photographed separately the compositions for desktop and mobile, in order to achieve fully responsive and vibrant product display set for Hero-image and Ecosystem-module.
Lifestyle - Concept Two
The execution was executed in collaboration with Vitl’s external agency VEO. I and the Content Manager created detailed, art direction shooting planning, including all the scenarios sketches to guide the process.
Art Direction - Romina Nikolova & Josefina Garat
Product Shooting - Alina Nelson
Lifestyle Shooting - VEO & Soledad Allami
Photo retouching - VEO agency