When I came aboard at FTD, lifestyle photography did not exist. I worked very closely with senior leadership to develop a photo strategy that would bring the brand essence to life on an emotional level. This meant engaging with outside studios for the first time, going on location and being consistent with our use of lighting, props, surfaces, casting, photo equipment, locations and crew.
FTD photography should always feel authentic, natural and timeless. We capture genuine situations—what I call “found moments." Imagery is always full of natural light and we use selective focus to create an ethereal mood. We never fill our scenes with clutter and we never want our imagery to feel overly Photoshopped or be lackluster—evoking no beauty or emotion.
Optimized our time (and money) during our photo shoot to capture some breathtaking b-roll between still shots. This footage was then used to create a stunning video for use in social media.
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