Our Process & Behind the Scenes: Infratech Advertising Photo Shoot 2018
Early this year, we worked with our premium outdoor heating client, Infratech, to create an updated ad campaign for their 2018 media placements and to serve as a brand refresh. Infratech designs and manufactures premium infrared electric heaters for upscale homes, restaurants and hotels throughout the country. The brand is a favorite amongst architects and designers for their sleek design and efficient, eco-friendly operation.
For the 2018 shoot, we wanted to drive home the lifestyle applications even more than in previous campaigns by casting a multi-generational family. The one-day shoot yielded 7 final images that depicted the day in the life of our family to be used in Infratech’s refreshed print and digital ads, website, trade show displays, and printed collateral.
Here was our process:
1. Casting
To connect emotionally with the end customer audience and focus on family entertaining, we decided to cast a couple, 2 kids, and a grandfather character. We interviewed over 100 models and actors of all ages and backgrounds on our casting day!
2. Location Infratech heaters live in some of the most upscale residential locations. Because Infratech wanted to showcase their most popular flush-mount option, the home had to already have heaters installed. We worked closely with Infratech’s sales team to identify and scout the locations that would best represent the products and the family lifestyle. We landed on this beautiful Newport Coast home, which had the heaters installed in 3 separate outdoor living spaces!
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3. Art Direction
Next we planned the details of our shoot art direction, with storyboards, a timeline, styling and prop direction, and posing notes to help the crew, talent, and client stay organized.
4. Shoot Day 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 stayed mindful of the natural daylight and direction of the sun for lifestyle shots, centering our efforts around Infratech product that was installed on the property. We also did some composite work, simulating installations in areas that had no heaters installed.
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5. Post Production and Final Images
As with previous shoots, retouching was kept to a minimum to maintain the natural quality of the images. Check out a few of the final images below!
