A New Skincare Concept and Shoot by Sarah Frankenhauser + Andrew Day
The Opportunity
Amidst the height of the pandemic, Deawy Skincare reached out to myself and Creative Director, Sarah Frankenhauser to concept and create for the organic skincare brand’s introduction to the world.
Due to COVID guidelines, the production’s footprint was limited to 8 people with virtual attendance spanning from New York to Germany.
Before the shoot, Sarah and I sat down with Deawy founders Julia Ruiz and Diana Hoover to learn about their product launch. They wanted to portray their skincare in a natural way on Kadeem and Stassy, a real life couple.
“THE FOCUS IS ON THEIR NATURAL CHEMISTRY, THE LOVE FOR ONE ANOTHER. INTERACTION WILL PLAY AN IMPORTANT ROLE WHILE PORTRAYING THE BRAND’S FIVE INITIAL PRODUCTS.“ - Sarah
The Concept
We followed up with a complete “concept to capture” book by Sarah, that reached from mood boards, color-scheme, backdrop planning, styling, hair and make up, references to our detailed shot list (thank you to our producer Amanda Huffman). We planned every single visual aspect in a 20 page book.
“STARTING A SHOOT WITH A CLEAR IDEA OF THE VISUAL OUTCOME AND TIMELINE COMPLETELY CHANGES THE ENVIRONMENT ON SET. IT CREATES A PROJECT THAT IS STRONG ALL THE WAY TO THE FINISH” - Andrew
Scroll for behind the scenes and more!
Get in touch: studio@andrewdaystudio.com
with Love,
Andrew + Sarah