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.
Drafted a rough treatment, script, mood boards and this spec video to present my business and marketing team leads. While the video never made it into production it was a strong representation of how we could elevate the brand vs. going to market with the same highly promotional DR messaging as every other flower company.
This spot, however, made it to market. It was broadcast in the weeks leading up to Valentine's Day on the east coast.
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