KYSO

Art Director, Photographer, Stylist, Photo Retoucher

Responsible for creating and implementing visual concepts for product photography, casting, and photography production, and post production. Imagery to be utilized as marketing on social media and in e-commerce spaces.

 
 

Client Ask…

KYSO required on-figure and still-life product photography for their branding and marketing needs. They offered competing retailers, Mejuri and GLDN as inspiration for the overall look and feel of the project. The main visual request was a preference for minimalism with some shadow play with lighting. Beyond those parameters, I was given creative liberty.

KYSO is a start-up that was faced with the challenge of having stellar products but zero marketable material to break into a saturated market. They needed a solution that was iconic and recognizable from the start for the launch of their new business. Based on the research and ideation I completed in the planning phase of the creative process I was able to deliver imagery and offer suggested usage to achieve and omni- channel approach to their initial marketing campaign.

 
 
 
 

Creative Direction

Look and Feel

The background color and overall lighting scheme were inspired by golden hour; the time of day just before the sun dips below the horizon. This warm wash of light is depicted by long shadows, and directional light to add a romantic richness to the imagery.

 
 
 

Maintaining Minimalism

With consideration of the client’s preference, I opted for a minimalistic approach for set design and styling. Relying on lighting and shadow play to add interest and uplift the product.


 
 
 

Incorporating On-Figure

The on-figure portion of this project utilized a slightly deeper beige color scheme to add depth and dimension to the collection as a whole. Keeping the focus on the product, minimalism was also considered in casting as well as wardrobe selection.

 
 

User Experience

 
 
 

For KYSO’s launch, I designed a wireframe of the potential homepage and shop pages for a better representation of the possibility of usage of varying imagery included in the delivery of the project. Part of the creative process prior to production was to consider all possible uses and account for them in composition and art direction. This presentation of the images “in use” provides a clearer understanding of the value of the digital assets created in this project and it helps the business owner understand the impact beautiful imagery has on user experience.