Product Photography Art Direction

The Challenge

Brilli Wellness Lighting did not have any product images prior to my start as it was a new brand. So, to support the brand’s launch, I concepted and directed a studio shoot to capture imagery for e-commerce, social media, PR, email, and advertising campaigns.

My goal was to come away with scroll-stopping images that effectively conveyed the health and wellness benefits of Brilli’s circadian lighting products and worked across all marketing channels.

Approach

• I created moodboards for each product collection to ensure that lighting, styling, and props would be on-brand, and most importantly, in the case of a complex, scientific product like Brilli’s circadian lights, communicate how it worked.

• The key benefits of circadian lighting are largely felt and not seen (beyond the hue and brightness of the light emitted from the products). I needed to visually communicate product benefits like “boosted energy” and “improved sleep”.

• To visually express Brilli’s core health and wellness benefits, I used props like coffee for Charge Up and eye masks for Wind Down, with some images featuring accents that connected the product back to nature, like shiny, green monastera leaves. Tailored lighting—from crisp and high-contrast for Charge Up to soft and diffused for Wind Down—conveyed each collection’s unique energy. Finally, diagonal knolling echoed the brand’s angled logo and packaging design, and the angles of sunlight itself, while also being a visual brand differentiator.
  
  Results
  These images were captured with digital channels and tactics in mind, driving brand and product awareness cohesively across email, social media, the brand’s Shopify site, and digital advertising campaigns. Additionally, these images were used in pitches for new retailer partnerships and press kits, earning coverage from Forbes and Fast Company, among others.

Notable achievements these images helped to deliver:

• Retail partnership with Target, including a 1,500-store rollout

• Coverage by Forbes: “Begin Your New Year’s Resolutions At Home”, 2019

• Product placement in People magazine’s "Holiday Gift Guide” of 2019

• Sponsored coverage on Well + Good