SOMETIMES YOU DO STUFF THAT JUST LOOK COOL. NOTHING ELSE. AND THAT IS JUST FINE
BUT I DO PREFER TO WORK WITH EMOTIONAL STORYTELLING AND WITH BRANDS WHO BELIEVE THEY HAVE A CORPORATE SOCIAL RESPONSIBILITY
I believe in creating a strong longterm bond between your brand and your consumer
Trigger your consumers emotions
Bring out a moment from their memory bank
The smell, weight and temperature of an object
Feet in the wet cold sand
Warm touch of a summer breeze
The nakedness between two emotions
Every brand more or less needs to earn their consumers. One way is through authentic storytelling where we shape and convey an emotion so we can inspire, touch, motivate and guide.
We tell stories and show our consumers how their lives can look like with a certain brand.
We create emotional bonds between our consumers and their desire to identify themselves with the brand.
Lifestyle, for me, is pretty simple. Every image shall feel like it is a frame from real life. It should be genuine and you should believe in what you are seeing. Feel it in your heart and stomach.
The consumer should first and foremost be able to relate to the feeling in the image. A feeling that exists in the majority of our consumers memory banks.
The mood is primary. The product is secondary.
If the consumer buy into the mood of an image, the products in the image is naturally given an emotional value. Boom!
If you can execute it in a natural and realistic way, well, then you have laid a foundation for a long-term relationship.
Ok that does´t sound like rocket science. It´s just to get out there and shoot, right?
Well, you need to know the target of course, and you need to do your homework. But there are some critical aspects to consider:
We need models that are genuine. Models that have a natural way of carrying themselves with authentic movements. This is easier said than done. You also need to believe in the model. That she is there because she chose to, not because a photographer placed her there.
Lifestyle can be that crazy girl at the beach, but also a calm moody person leaning against a wall. Once again, as long as you believe in the person you are looking at.
Also, and I can´t stretch this enough: Positive body image. Beautiful imperfects.
In order to create these kind of content, a certain type of photographer is also required. For me, this is not the typical fashion or advertising photographer, but maybe one with a more documentary approach.
And the most important factor of them all:
It is required that the teams are small and dynamic. Just enough chefs in the soup.
When I look at all positions in a team, including model, photographer, assistant, art director, stylist, makeup etc, I try to find the most dynamic composition to get the ultimate outcome.
How the team works together and what kind of chemistry they have are critical.
Another important factor in this type of productions is…flexibility. If there is something that just doesn´t work out, do not force it. On the other hand, is it something unplanned that turns out to be flying, well, then go with the flow.
Storytelling and lifestyle benefits from a combination of images and videos. The videos or moving stills should be there to give some extra spice to certain stills. For example; hair in the wind, a glance, a running drop of sweat, all dimensions of a persons smile.
The result of storytelling is without exception depending on execution. It is critical that productions produced in the context of storytelling and lifestyle are launched with the original idea in mind. Sometimes content from lifestyle productions just aren´t strong enough to stand by their own, but in a context they might have another value.
In large scale organisations these type of productions are challenging to bring all the way from idea to launch. But with right team and right execution everything is possible.
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