Private Labels Winter Campaign
To boost revenue and enhance brand awareness for our private labels, I developed a campaign banner that showcases the brand's distinctive pieces.
Overview
Given that the campaign will be online in January, careful attention had to be paid to the model's attire and the overall atmosphere of the image. Since these brands typically cater to a younger demographic with a preference for chunky and casual pieces, the brand images had to exude a modern and trendy vibe, aligning with the age group of 25 to 30.
Creative direction
I was asked to produce 3-4 images comprising close-ups and medium shots. I had to ensure that these images were responsive and adapted seamlessly to diverse devices, including Mobile, Tablet, and Desktop, and mindful of leaving ample space for promotional text and incorporating a compelling Call to Action (CTA).
Requirements
Unretouched Images had to be presented on the editorial platform up to 24 hours after production. All images had to be ready by December 28th, two weeks before the campaign went live.
Deadline
My Responsibilities
Concept, Art direction, Moodboard, Model booking, H&M booking, Production execution, Post-production.
Mood Board
I developed a mood board and selected an experimental, moody aesthetic consistent with current fashion photography trends in 2023. Opting for a cold color palette, I aimed to complement the winter atmosphere.
Deliverables
Following the brief presented to the marketing team, I captured a diverse range of images by employing colored gels on light modifiers to achieve the desired cold aesthetic. I actively directed the model, focusing on poses and movements to enhance the overall impact of the photographs.
Responsive
Image production considered the necessity for images to be cropped for mobile, tablet, and desktop devices, ensuring a seamless user experience across all types of devices.
Additional Images
The production proceeded smoothly as planned, allowing me to take the initiative and generate additional images for future campaigns and the "Shop the Look" section of the website.
