The well-known Orms where most of us go and get our camera gear, have prints made and which used to be my lab, back in the day of film, approached me to shoot their first campaign!
As you can imagine it was a great honor shooting for the guys you get all your gear from.
In the past, they have sourced their imagery from their supplier brands be it Canon, Nikon, Sony or the like. They identified that they needed their own imagery that they could use for marketing Orms the brand. I felt it was important therefore for them to have a look and feel that they could own and was carried through the lifestyle imagery and so I developed a mini photographic brand print for them to work with. This way, other photographers working on their campaign would have guide lines to work with.
The other challenge was to keep it believable and not pack the images with product. We agreed early on that we would not force this and make it as natural as possible and give each product be it a Lowepro bag or Manfrotto tripod, the room it deserved in each image.
The marketing team at Orms divided the products that needed to be shot into three categories which fitted our three chosen environments and scenarios. Outdoor adventure, family beach and young urban. This covered the range that they wanted to promote in their Christmas catalogue.
I used pretty much exclusively the Canon 50mm f1.2 lens which I rented for the shoot. I was really happy with the results, so much so I ended up buying it from Orms a few days later. Kind of like completing the circle. I had the 50mm lens f1.4 but loved the focus and bokeh that this gave in comparison. It is not the fastest focusing lens but it worked fast enough for my purposes.
A few other things to consider when setting up a shoot like this is the stylists you work with. The hair/make-up and wardrobe stylist need to get your vision for the shoot as even the smallest detail can create or change the mood. Fortunately I was surrounded by good people who in turn made me look good.
The other big one, and it may sound obvious, but the models can make or break it. Here looks aren’t everything, do they get your vision for the shoot? Can they break out of pose and be silly? We didn’t have the luxury of using only models so the ones we had needed to work well with others more and less experienced than themselves.
Our kids on the beach, are actual brother and sister in real life and that helped so much in getting beautiful moments that could never have been achieved with a 7-year-old girl and a 8-year-old boy who didn’t know each other.
Permits were needed for all the locations which allowed us to work freely and without concern. An ECO followed us in the forest to make sure we didn’t break any of the rules, and there were a lot of those according to him.
I must say, I really enjoyed the shoot and even though it is quiet different to a lot of the other shoots I have done, I liked coming in close and personal. It draws you in and allows the equipment to be nice and visible. A big change from some of my travel work where the location often takes precedence over the people.
Here are some of the images from the shoot including the billboard that they put up in Roeland street from our shoot. More to come soon.