MP ACTIVEWEAR BRAND OVERHAUL
CREATIVE/ART DIRECTION
A strategic & visual brand overhaul that enabled the brand to reposition themselves as a cleaner, more aspirational brand.
ART DIRECTION
Masterbrand assets became a real, honest and authentic representation of the garments in action.
Key principles followed no matter the scale of the shoot. Whether it be BIG campaign budget or a small new product launch.
Key elements of the refreshed guidelines
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Angles
Dynamic angles should always be utilised within our photography approach, whether this be an ecom or campaign production.
A variety of angles should always be employed, these angles should make the most out of the locations we choose to shoot, the weather conditions, as well as of course considering the best angles to show details of the clothing
We can also look at innovative angles of cameras attached to models or hand held selfie styles
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Flash Use
In lowlight conditions we can explore the use of flash photography, this will help dispel the ‘flat’ look & feel and will accentuate details on clothing/subject
Flash can also be used in higher light conditions, where we want to further highlight details or highlight faces. We can also look at exploring flash use for night time shoots. -
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Blur
Motion blur can be used to add a narrative/ storytelling arm to our visual approach. Clothing isn’t going to be super clear here, these shots are to sell the brand vision. They will often be establishing shots to set the scene.
A lot of experimentation & variation can be achieved here. Blurring foreground or background, minimal or excessive blur, as well as blurring secondary characters
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Location
Location, location, location :) the more drama we can utilise from the environments in which we are shooting the more interesting our visuals will be.
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Lighting
Adding in effects such as lens flares, and foreground blurs will create more interest in our shots. They should be used sparingly and should only occur when happening naturally in environments
We started by elevating the standards of imagery across the brand, from evergreen to ecom.
Imagery become more real, authentic and aspirational.
It’s all in the details
Campaign imagery became more pointed, dynamic and at times trend-led. Allowing us to capture and showcase the garments, and their tech, in ways that felt a lot more relevant to how they're used.
Clothing range drops can be tackled using the same principles but have completely independent visions and still feel part of the brand world. The campaign below is a great example of this
Elevated eCOMM
Ecom imagery became cleaner, more aesthetically on trend but still remained educational and functional.
We captured how the garments would look and react to movement and body shape, enabling customers to make an authentic choice and judgement.