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Company 81 In Store Visual
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Created: 03/21/08
Last Edited: 03/25/08
Views: 142
Appreciations: 2
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Company 81 In Store Visual
In June 2007, I was commissioned to create advertising collateral for Company 81 - a New York apparel company. The objective of the campaign was to demonstrate Company 81 clothing in use by cheerful adolescent boys. Final imagery was to have an “autumn” feel.
My first recommendation to the client was to counter-intuitively photograph the models in the greenest outdoor setting available (in this instance, Prospect Park). A blanket of green foliage would provide a consistent color value to manipulate a summer scene in creation of an autumnal effect.
My second recommendation to the client was to let “boys be boys.” Rather than attempt to pose two adolescent models in a high energy situation, I felt it best to approach the shoot from an editorial context. Give the models a ball and let them play.
Following the photography session, Company 81’s Marketing Director and I viewed the unretouched files and mutually decided on an image. The selected image suffered from slight underexposure, but possessed the right feel for the campaign. Using Photoshop, I adjusted the gamma and color grading for the image, correcting exposure and achieving the seasonal effect. An additional logo was added to reinforce the brand.
Final imagery was delivered to Macy’s, Lord & Taylor, Dillards, and other retailers to serve as an in-store visual. Final imagery was also utilized in national direct-mail campaigns.
In June 2007, I was commissioned to create advertising collateral for Company 81 - a New York apparel company. The objective of the campaign was to demonstrate Company 81 clothing in use by cheerful adolescent boys. Final imagery was to have an “autumn” feel.
My first recommendation to the client was to counter-intuitively photograph the models in the greenest outdoor setting available (in this instance, Prospect Park). A blanket of green foliage would provide a consistent color value to manipulate a summer scene in creation of an autumnal effect.
My second recommendation to the client was to let “boys be boys.” Rather than attempt to pose two adolescent models in a high energy situation, I felt it best to approach the shoot from an editorial context. Give the models a ball and let them play.
Following the photography session, Company 81’s Marketing Director and I viewed the unretouched files and mutually decided on an image. The selected image suffered from slight underexposure, but possessed the right feel for the campaign. Using Photoshop, I adjusted the gamma and color grading for the image, correcting exposure and achieving the seasonal effect. An additional logo was added to reinforce the brand.
Final imagery was delivered to Macy’s, Lord & Taylor, Dillards, and other retailers to serve as an in-store visual. Final imagery was also utilized in national direct-mail campaigns.
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