Creative treatment based on a brief set by Amy Simmons, M & C Saatchi.
Details of brief:
‘This is for a European department store who is trying to break into the UK market, so that’s the client that you need to have in mind. The target market is UK shoppers, any gender aged 20 – 30.
The brief itself is a campaign about how people have intimate and personal relationships with inanimate objects. You should focus on an item of your choosing within the treatment. It can be clothing, a book, a piece of art, food, electronic item, basically, anything that someone might purchase in a department store.
You can do this in any way that you choose, this is a very open brief. It’s your interpretation of that, We do get briefs like this sometimes, where the art director doesn’t come up with a visual and they really leave it down to the photographer. You can take this in any direction that you so choose in terms of treatment and lighting. You could just do a simple still life or you could do something with cast or on location, as long as there’s a sense of affection that can be illustrated for that object. You really need to feel that someone loves that object, however you choose to interpret that.
This is a bit of a practical element to the brief: where is the copy going to sit on the image? It’s going to sit in the top left hand corner and will read ‘This -insert object here- is mine’, obviously that would be the name of whatever object you would choose. The copy will be in white, so you should have a darker space in the top left for legibility. The logo of the company will be in the bottom right. Those are some considerations you should talk about, how you would compose the shot and how you would keep those areas clean to ensure that both of those things are legible.
Treatment and lighting, as I mentioned. This company are commissioning a variety of different photographers who have totally different styles, so it is very much your take on the brief. Do it in your style, with visual references that inspire you.
Cast: if you think that you do want to use cast, obviously include some references of the sorts of people you are thinking of. They must look like they might genuinely own that object or item. If depicting multiple people, they should be a mix of ethnicities and the same age range as the target market.
If you are thinking about shooting on location, the location should be UK based but also this could be shot in a studio, it really depends on how you want to interpret the brief. I think one of the key factors will be making this object feel like the hero of the shot in some way.
Formats: this is a key point. The brief is just for one asset, so one shot, but it will be for a social media post. As I talked about earlier, please be aware in your treatment and maybe discuss how this image is going to work for the square crop for Instagram, the portrait crop for Snapchat, and the landscape crop for Facebook. Will you capture everything in one shot or would you compose the three different formats differently?’