We live in a world that is completely dictated by digital communications and social media. The once structured lines that separated our everyday lives from our virtual ones are so blurred that they are bordering on non existent in some areas. With this massive shift comes an even bigger demand for great visual content.
When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
As an example, I'd like to use a recent shoot I did for active wear label, Cleo Harper on the Gold Coast. The main focus for them was to create high quality images that stand out in a saturated market. Images that would not only keep in line with the voice of the brand, but at the same time, showcase their product in the best way.
So we decided to shoot a look book in the studio that would give them the main content needed for their ecommerce. In addition to that we also did a campaign shoot on location. The purpose with the location shoot was to create beautiful eye catching images that really tell a story of what the brand is about and connect with it's target market. These images will be used for billboards, banners, social media etc.
The Asia-Pacific region has seen an online boom over the past decade, particularly in ecommerce. In fact, this part of the world actually has the largest online market globally and high levels of growth in the Australian ecommerce market have had a lot to do with this. In 2016, retail e-commerce sales worldwide amounted to 1.86 trillion US dollars and e-retail revenues are projected to grow to 4.48 trillion US dollars in 2021. Online shopping is one of the most popular online activities worldwide.
For Cleo Harper we decided to shoot their products against a neutral grey backdrop to make sure the true colours of their garments really popped.
Advertising photography is designed to sell not only products but lifestyles, concepts and ideas. It's an area where the photographer has a great creative freedom to interpret how products, services, lifestyles and ideas can be presented photographically.
In this case we looked at what the inspiration behind Cleo harpers latest collection was. With that in mind, we decided to shoot the campaign at a location that had an organic feel to it with muted earthy colour tones. We shot it at sunrise to get that beautiful soft light. But also to give the images that early morning feel of new beginnings, the rise of energy and new possibilities.
In only one day we were able to provide Cleo Harper with enough content to sufficiently cover all their visual content needs. Including Advertising, marketing, social media and ecommerce. All this was done in a way that reflected the brands Identity and vision.
Using these key elements you will be able to convey the voice of your brand to any prospecting clients. Through great photography, video and a strong brand narrative, you will be able to give them exactly what they want. Information. Which leads to positive feedback, organic referrals and sales!