Elevated Everyday Services
ART DIRECTION WITH AI PRODUCTION
With our campaign photography moving in-centre and into colour, we needed our evergreen brand photography to evolve to have a specific purpose in supporting these lead assets alongside our centre images.
It became evident that the biggest gap in imagery was with our services, which were largely depicted with local photography or generic ‘happy shopping’ moments. I aligned our Art Direction closer to the Luxury Destinations project, using beautiful lighting, depth and considered compositions, to provide a set of images that are centre-agnostic, timeless and elevated.
These images are widely used across our websites and therefore making them ‘faceless’ provided visual respite from the campaign and centre photography, keeping customers focussed on the actual service we are depicting ratehr than adding visual clutter. As well as the website, the images are used in-centre, on social and within B2B comms, making them a key part of our photography strategy across the portfolio.
The images were entirely created in AI, allowing us the flexibility to create truely agnostic images, adapt styling, and modify images for different services. The success of these images means we now plan to add to the collection year-on-year.
