Lee Stafford Product Personality Photography (2001–2009)
In the creation of the Lee Stafford website, I needed to find a method of photographing the products which would both reposition them from traditional FMCG/consumable shots, and further to add personality to each of the products, which was a core part of the products' proposition.
Example of a product taken in 2001 (left) and the same product retaken in 2009 in preparation for a brand retrospective
By using a shallow depth of field, and shooting at exaggerated, unconventional angles, the products developed greater life. By adding shadows the products gained a three-dimensional quality that would not have been possible using a cut-out.
The necessity can be further emphasised by considering the site’s product page using the traditional “straight” product photograph with the “personality” shot. The latter creates vibrancy on the page and individuality for the product which was even more necessary as the brand furniture is so carefully shared across the sub-brands/families within the range.
Comparison of the 2001 Lee Stafford Website, with the personality shot (right) adding more dynamism to the page
As with my standard product photography, the creation of the final image involved a multi-step retouching process.
Examples
As, during my involvement with the Lee Stafford, I was responsible for over seven-hundred product shots, below is a sample of the finished product shots skewing towards the later years.
All Shagged Out (2007)
Ltr; Poker Straight Conditioner (2007), Climate Control Conditioner (2008), Colour Love Treatment (2008), Fake My Tan Tanning Lotion (2009)
Gift-with-purchase, Bling Mirror (2009)
Ltr: Bleach Blondes Conditioner (2008), Pink Eau De Toilette (2009), Bling Wake Up Call Refresher Spray (2008), RU Taking Protection from Humidity (2005)
POKeR STRAiGHT SLeePOVER OVERNiGHT TREaTMENT 250ml (2007)
Ltr: Bling 4 Brunettes Glitter Serum Spray (2008), Mini Poker Straight Flat Iron Protection Spray (2007), Pink Fusion Perfumed Body Spray (2007), Poker Straight Glistening Straightening Balm (2001)
PiNK Passion Eau de Toilette 50ml (2008)
Ltr; As Ruff As You Like (2007), Climate Control Serum (2008), Heat Protection Spray (2007), Poker Straight Flat Iron Protection Spray (2007)
Poker Straight Shine Serum (2007)
Credits
The Lee Stafford brand packaging shown here were designed by Pure By Design, Swag Design and Rick Stevenson Design. All photography and retouching is my own work.
