FRACTURE PHOTOGRAPHY
Finding inspiration in the details.
In a category crowded with fast prints and framed artwork, Fracture needed to define and shape its brand to show how its product is uniquely different. Whether we’re shooting product photography in-studio or lifestyle campaigns on-location, we’re always exploring original and creative ways to push the brand forward.
It all started with a story about a kid and the trail of stuff they leave behind as they come in the door after school — backpack, socks & shoes — sometimes pants…
THINKING IN VIGNETTES
We knew we wanted to focus on these day-to-day moments — the imperfect, the not always magazine ready things that happen in our daily lives. And we wanted to also show off the product in beautiful and unexpected ways.
The key questions became: How can we create a beautiful curated mess? And how does the product fit into Fracture’s customers’ homes as they use these prints to tell their stories and create their narratives? Each shoot plan starts with these two questions at the forefront.
Capturing moments.
When it comes to the shoots themselves, we’re all hands on deck. Each shoot begins with a brief and specific customer persona in mind. From there, we create inspiration boards, scout talent, and locations, storyboard and prioritize shot lists and start pulling props and wildly await a trip to the flower market to source greenery and florals that often-times make their way into our shoots via bowls, baskets and umbrella stands. We work with lovely folks like Leah Verwey and her crew for lifestyle shoots and sometimes keep things simple for more product-focused shoots by using our studio.
During photoshoots, you can typically find us working as crew (rearranging whole rooms, stashing beds in the yard), playing stylists (creating bouquets, garland & wreaths, composing vignettes with special details) and peering into camera monitors and lurking in corners as art directors. This ensures that style, talent, and product always come together in just the right ways to tell a branded story.
Services
Every relationship brings together loads of collaboration across teams and stakeholders. Here’s the milkshake we brought to the yard: 😂
- Creative / Art Direction
- Lifestyle Photography
- Product Photography
- Boomerangs / Stop-Motion
- Photography Style Guide
- Styling for People, Rooms and Four-Legged Friends