Photo Art Direction
//
Shot Concepting
//
Wardrobe Selection
//
Prop Sourcing
//
Location Scouting
//
Markups & Minor Editing
//
Photo Art Direction // Shot Concepting // Wardrobe Selection // Prop Sourcing // Location Scouting // Markups & Minor Editing //
Coolibar® Lifestyle Photography
CLIENT: Coolibar® - Sun Protection You Wear®
Alongside co-art director Jaymi Michael, I’ve partnered on Coolibar® lifestyle photography direction, developing shot concepts and storytelling, selecting wardrobe, sourcing and purchasing props, scouting locations, and assisting in a variety of ways on-location (gaffer work, checking/running wardrobe, steaming garments, etc). Following shoots I have made selects and marked up images for retouching, seeing assets all the way through to their final approval and execution.
A Strategic, In-Depth Plan
The Coolibar® print catalog is the main driver for the brand’s lifestyle photography needs and digital promotional campaigns drive secondary needs. Supporting each seasonal collection, wardrobe is chosen based on newness and product buy-quantities, so brand new items with more stock get precedence. The catalog and website are divided into specific apparel-user categories, like Travel, Swimming, and Relaxing, and these categories help drive scenes, activities, and storytelling.
On-Location, Behind the Scenes
In the final days before shooting, the hard work continues. Creative heads on-location with the producer and photographer to finalize time-of-day and framing at various locations. After all the prep is completed, it’s finally go-time. Coolibar® shoots usually take place from dawn to dusk over a three day period of 10+ hour days. To cover the multiple months of lifestyle imagery that a collection requires, the team will often shoot 15 or more scenes on a given day.
// Final Photography //
( click or tap to enlarge )
Co-Art Direction: Jaymi Michael
Creative Direction: Jo-Anne Ebensteiner
Photography: Martin Sundburg (Gren Group)
Production: TK Silver Productions
Retouching: Dave Rosenfeld