â€œWilling to work for peanuts?â€ – from the very first email exchanged with our new friends at Lawler Ballard Van Durand, we knew this ad campaign was going to be a good one.
Last October we hopped on a flight down to Atlanta to spend a few days in the studio shooting portraits for The National Peanut Board. The final product; a hybrid of photography, illustration, and stellar design work showcases what you can achieve when you collaborate with top tier creatives and artists. As always, weâ€™re excited to share more than just the final product. Keep reading for the story of how this campaign came togetherâ€¦
The final product you see above is a result of combining our photography with incredible design and original botanical illustrations commissioned for this campaign. In addition to shooting portraits, we also photographed individual pieces of the peanut plants to work into the final pieces, seamlessly transitioning between photograph and illustration. These ads really show what can be achieved when top tier artists collaborate.
In terms of lighting, we needed to strike a balance between keeping our overall light open and bright in order to match towards the botanical illustrations but also subtly highlighting the great emotion and motivations that each of our subjects brought to the table. No easy task, huh?
To make this happen, we opted for a combination of octabanks and gridded soft boxes, using the gridded boxes at a slightly higher output to create a more focused shape and tone on the models. The rest was filled in and shaped by the ocabanks. With both octabank and softbox functioning as our key light, the overall scene was filled in by an exta large octabank behind camera. Gotta keep those shadows in check.
The ratio between the key lights and fill was a delicate balance and required tinkering for each subject. Fortunately the pace of our shoot afforded us time to really hone in on the best light for each subject and work out a wide range of options. We were very lucky to have over an hour with each talent, working through dozens of different motivations and options trying to find the perfect shot. Trust me when I say that editing down our selects was no small task.
Technical work aside, the real beauty of this project was brought to life thanks to the collective efforts of the creatives, stylists, talent, and production behind the final product. Although these ads look deceptively simple and organic, they had to be executed so precisely as to not feel unfinished or overdone – every subtle styling detail, every small tweak of a smile or expression in the talent, every piece of design and typography placed correctly.
Chris and our team worked closely with the creative minds and LBVD, making sure we translated their concepts as faithfully as we could while making beautiful photos. In essence, this is the type of project that image-makers dream of; collaborating with some of the finest minds in the industry to create a final product unlike to anything previous.
And of course we couldn’t think of a better way to translate this shoot experience without capturing it for ourselves with a time-lapse. I didn’t think it’d be possible to compress this entire shoot into just over 2 minutes, but it happened. Enjoy!
Our final thought: unique work is hard to come by these days, let alone create – weâ€™re proud to be a part of this process. Thanks again to everyone involved.