Marketing & Social Media Flat Lays

The marketing and social media teams were struggling to position their products with customers using only their existing bottle imagery.  The brand had recently expanded from a practitioner focus to the consumer market and this came with a very different visual language.  After the success of a few prior video projects, they came to me for help. 

Since the brand was planning to make a packaging redesign in the near future they were hesitant put too many resources toward the project. Instead, I worked with them to develop a campaign that could be executed quickly, affordably, and meet their diverse set of use-cases.

The Vital team wasn’t sure exactly what they were looking for so I dove into their brand ethos, assessed their needs, and came up with a solution that would help push their brand in their desired direction.

The style needed to be clean, bright, and modern but still grounded with natural elements. To provide the team with the flexibility they needed for a variety of future marketing assets, I planned setups with additional whitespace for text and wide canvases to maximize crop potential. 

We focused on 14 top-selling products and, since it would have been time and cost-prohibitive to pair specific props with every individual product, I opted to curate a group of complimentary props that could easily rotate between each of the product. 

Once the project was greenlit I shopped for additional props to compliment ones from my collection.  I chose a diverse set of bright plants and flowers to bring warmth, hunted for unique glassware that would create interesting textures with the planned hard lighting, and picked a few additional boards and trays to balance the texture.  

I shot the images with strong directional shadows to allow additional shape and texture to bring interest to the images. Each product was styled in multiple arrangements with each set of props and I provided three completely different setups for each product so that the team could use many images from the same set without worrying about being repetitive. 

In the end I delivered over 200 images that were an immediate hit with the brand.  During final stages of the company’s packaging redesign, the campaign was referenced as a great example of how imagery should look going forward.