When we started working with them, Simple Human already had a strong brand presence and represented their products online and on their packaging with premium photography. To evolve their brand, they wanted to introduce a stronger human element to communicate a stylized sense of lifestyle and to visually demonstrate the scale of their products. Impeccable lighting design and hot white technique was chosen to reflect the clean and modern brand look. This would be the foundation for the look of all the subsequent projects.

Stylized Lifestyle
[ Photography: Stylized Lifestyle ]

As the new brand elements such as the website and packaging began to roll out, we continued to evolve the photographic nuances while maintaining a consistent look and feel that would translate seamlessly across all touch points. A variety of models and experimentation with wardrobe elaborated on the new aesthetic; focused attention to detail kept all the product looking consistently premium.

Pet
[ Photography: Pet ]

Previously, Simple Human’s pet can packaging utilized stock animal photography to communicate the use for the product so the shopper wouldn’t confuse it with their popular trash cans. To evolve this look to fit their new lifestyle-centric brand approach and communicate features more effectively, we created custom images with both a model and dog interacting to establish a more emotional connection to the audience.

Composite
[ Photography: Composite ]

For their dish racks and soaps, Simple Human wanted to communicate the features of each product in a more exaggerated presentation. In this example, the challenge was to convey the ease of how water could flow through the dish rack. To achieve this look, a composite technique was used to create an artful representation of flowing water.

Product
[ Photography: Product ]

To continue the theme of introducing a human element into the product shots, we demonstrated the features of the smaller products with just the use of a hand. A professional hand model made for elegant poses and consistency in each shot.

Product
[ Photography: Product ]

In some of the product shots, props were used to communicate the practical purpose of each item. For the shower caddy, Simple Human wanted to show that the adjustable product could handle larger bottles. For the compost bin, a bright orange peel was selected to quickly communicate food and tie in to the Simple Human brand colors.

Moving Photography
[ Video: Moving Photography ]

On their website, Simple Human’s biggest challenge was communicating the scale for their premium trash cans and home accessories. These moving photography videos highlighted product benefits and created a sense of size between model and object while communicating Simple Human’s clean lifestyle aesthetic. Advanced lighting and camera techniques created a dynamic, cutting edge product presentation online.

Moving Photography
[ Video: Moving Photography ]

One of the most critical considerations in the moving photography series was visually communicating the Simple Human lifestyle without the use of a home environment. To do this, we carefully styled the clothing and accessories in each shot to reference the casual yet sophisticated tone of the Simple Human brand. The models had to look like they could actually be at home while maintaining an aspirational lifestyle representation.