Behind the Scenes - Imagery

Posted by Jon Wood on

Capturing the Perfect Image

For a business selling home interiors online, along with having the right range of products, capturing the right imagery is right up there in terms of importance. After all, if you have the right product, but it doesn't look good in an image, that is going to be a problem. Likewise using photoshop to enhance or alter the look of a product for the sake of an image is also only going to lead to problems down the line, thus trying to show product at its best is what we seek to do, no more, no less.

One of the early decisions we needed to make was whether to use supplier imagery or create our own. For me the difficulty with imagery from multiple sources is that it is always shot slightly differently; different lighting, slightly different back grounds, different angles, some with close ups, some not. Whilst this can be cost effective and quicker for the retailer, it can give the impression of quite a loose collection of products, lacking in consistency and removing the opportunity to create something unique.

"trying to show product at its best is what we seek to do, no more, no less" 

It was really this latter point that led us to the conclusion that we would need to capture our own imagery for the products we sell (or 99% at least!). Whilst I never doubted that this was the right thing to do, it slowed our start up phase considerably and was harder than I ever imagined. If you think about it, every item is photographed 4 or 5 times, two or three need editing and uploading, this is before getting into collection shots.

Another early decision for us was to employ our own photographer. Sam joined us very early on and has been a great addition to our team. My hope is that as our in-house knowledge and expertise grows this will pay dividends in the long run as we create something really interesting and original with the Creatd brand.

Working set that eventually became a banner shot

Finally, if individual shots are challenging, collection shots are at another level. It never ceases to amaze me how when you look at something in real time it looks fine, but the moment you take a picture of it, you start to see all sorts of imperfections. At the start we were very ambitious about how many collection shots we could capture in a day, we soon learnt that capturing one or two good images would be a good result. We also learnt that these rarely happened by accident and would require a lot of advance planning. Simply turning up on the day and hoping to capture a great shot was not the right formula for success.

 Close up taken from a larger set

Whilst we have filmed at our premises and various locations, we also started to realise we would need more of our own space, more of which in our next blog!




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