Stills that carry the campaign on their own.
Overview
Campaign, editorial, and catalogue photography, art directed to survive being cropped into a dozen formats. We shoot for the worst placement as well as the hero one.
Challenge
The hero images were strong and everything downstream was weak. Composed for a wide banner, they lost their subject at 4:5 and their meaning at 1:1, which is where most of the media budget was actually spent.
Our Approach
Every frame was composed for the square, the vertical, and the banner at once, with the lighting answering to the subject's material rather than the mood board. Finishing happened as a set, not one image at a time.
Outcome
A hundred frames that read as one campaign in every placement they were bought for. The crop variants stopped being a retouching problem and went back to being a photography decision.
- Iris Coleman
- (Art Direction)
- Naomi Blake
- (Photography)
- Felix Hart
- (Retouch)
“The vertical crops used to be a salvage job. This time they were the best frames we had.”
Soren Kide,Creative Producer
Contact sheet06
Merkato, 06:40
Addis Ababa
Studio — Wool
Kazanchis
Highland Crew
Debre Berhan
Night Rigs
Bole Road
Portrait Day
Sar Bet