To say that the work has to support the brand is kind of a no brainer.
Every photo project shot for a company creating a beverage for public consumption, is heavily reliant on quality images.
They need to look good.
They need to express a sense of quality. The images only exist in order to get buyers to spend their money and purchase the product.
In my case, the product is a beverage of some kind. Mostly wine, but sometimes beer or liquor.
Around my area, we have a number of each of those producers. This means competition is fierce. Wine fans look for new wines, beer drinkers are always on the hunt for a tasty and cold refreshing beer. Those who enjoy a gin, whisky etc. know what tastes good to them, but they too are always interested in sampling the new and exciting bevy on offer.
If the photos I make are crap, the sales go down. It's a proven fact. The human brain equates a poor photo with inferior quality/taste/experience. Pick your word.
The struggle in this business is getting the attention of the buyer. But, before that, I as the photographer have to compete with a myriad of photographers to get the attention of the brands.
I can only do that by making images of similar products in such a way that they stop their scrolling and make a connection with me. A constant sense of experimentation is a must. To be stagnant in this biz is a deathroll. If you aren't testing and learning as a creative, you may as well hang up your hat, cuz you are done.
Recently, I've been playing with doing series of images for each product. This gives me a stronger push to create images which would work well as a series of ad placements. I like the idea so much, that I'm tempted to re-do my entire portfolio in this way. We'll see.
The point is to create work that the brands I approach could envision their product in such a fashion. It's all about being supportive of the brand. Helping them sell more product.
Back to work.
Photo-Artist working a personal vision.
For those of us interested in better marketing techniques, get this book.