One of the biggest challenges with shooting for social media full time is keeping the imagery fresh and interesting. Thankfully END. stocks over 300 brands, each with their own identity and unique products that inspire creativity.
Often it's not until I have the products in my hands that I decide how I'm going to shoot it. The colours, materials, and finishes influence the props, background and lighting I use to try and bring out the best of the product.
In June I experimented with coloured gels, gobos and creating illusions.
Studio lighting is very consistent in colour which is brilliant but can also be a bit dull. Adding a coloured gel can introduce a bit of drama, especially when there are multiple lights with gels of different colours attached to them.
In a similar vein, studio lights are unobstructed unless done so purposefully. This means, no dramatic shadows and no dappled light. I missed such things from my experience shooting with natural light, so I added gobo (goes before optics) stencils to make some interesting shadows.
Apparel is shapeless until you put it on a body, so making it look appealing without a model can be tricky. In June I began arranging apparel on a flat surface but in the shape of a person so that it would add a bit of life to it. The 'poses' can suggest movement too if the arrangement of the material is considered.
I also had fun making sneakers look like they're floating.
Here are some of my favourite shots I took in June at END.
Earlier this year I received an exciting opportunity to work for one of the largest global high-end menswear retailers, END. Clothing. Honestly, it wasn't an easy decision to leave Soleheaven after being involved with its creative growth and seeing the business develop. Also not to forget the friendships I'd made with the team. In the end, it came down to my personal goals and END. was the next logical step for me to take.
Even though the two brands operate in a similar space in the market and there is a cross over with some of the products, there are many differences in their photographic approach and outcome. Much of what END. output is created in the studio opposed to on location. Studio lighting is an area that I have less experience in and being at END. clothing would provide an environment where I would be able to develop my skills.
During my first month at I worked with a wide variety of products from brands such as Adidas, Nike, Saint Laurent, Givenchy, Kenzo and Alexander Wang. With so many brands I felt an importance to mix it up as much as I could, photographing them in the studio with different props and on location. Working with strobes has given me an admiration of crafting light. Being able to control it is just brilliant for product photography: positioning it to bring out the texture and detail that I want the eyes to be drawn to.
With any creative endeavour, the opportunities are endless so I'm really looking forward to learning more about how different modifiers affect the light and experimenting more with things like gels.
For now, here are some products I photographed during May.