Our Process and Behind the Scenes: Infratech Advertising Photo Shoot 2016

Last month, we worked with our client, Infratech, to create an impactful new lifestyle photo shoot for 2016 advertising. Infratech comfort heaters are found in upscale homes, restaurants and hotels throughout the country and are a favorite amongst architects and designers for their sleek design and efficient, eco-friendly operation.

For the 2016 shoot, we expanded on the theme of premium outdoor living established in last year’s shoot with a broader range of installations, end markets, and lifestyle applications represented. The one-day shoot yielded 8 final images for use on our upcoming brand refresh in 2016 including refreshed print and digital ads, website, trade show displays, and printed collateral.

Here was our process:

1. Casting 

To target Infratech’s sophisticated end user and focus on family entertaining, we decided to cast one older and one younger couple. We saw over 100 models and actors of all ages and backgrounds!


2. Location

In search for a location that would suit our photoshoot concept and Infratech’s premium aesthetic, we explored a range of upscale residential locations. We then scouted our top location selection in order to envision the shots that would support our family outdoor living story. The brand new Toll Brothers Hidden Canyon Community —specifically in the Marbella Collection of luxury homes — in sunny Irvine, California made the cut.


3. Art Direction

Next we planned the details of our shoot art direction, with storyboards to pre-visualize our ideas, a detailed schedule, styling and prop direction, and action notes to help the crew, talent, and client stay on the same page.


4. Shoot Day

With concept, cast, location and a visual story, our pre-production process was complete. Our shoot crew for the day consisted of a photographer, creative director, lighting and photo assistants, a wardrobe stylist and two hair and make-up artists. We kept the timing of the sun in mind for lifestyle shots, took photos of Infratech product that was installed on the property, and brought some extra product along for additional placement. The whirlwind day included 8 setups and final images.


5. Post Production and Final Images

After a quick cleanup, the images were ready for use! Retouching was kept to a minimum to maintain the natural lifestyle quality of the images. Check out the final images below, also live on Infratech’s Houzz, Facebook, and Instagram pages.