For this skincare campaign with an Ayurvedic core, I directed and photographed the talent working with the entire collection of products for Prakti Beauty’s launch!
We shot the stills and video in a lighting setup that was designed for changing cameras rather than the entire lighting setup. This approach allowed us to create stills and video that have the same “DNA”.
A creative collaboration between Clarins Skincare and Andrew Day. Creative direction, casting and photography by Andrew in his New York City studio.
Special thanks to Wilhelmina NY and Elite NY.
Currently Listening to: Pennies From Heaven - Louis Prima
Currently Reading: 7 Habits of Highly Effective People - Stephen R. Covey
This campaign for Clarins’ new product launch, Total Eye Lift, had two days in studio including video, stills. Clients arrived on site with Covid protocols in place and additional team dialed in remotely!
Thank you so much to everyone for making this production safe and fun!
Andrew Day was exclusively brought to the brands TWEEZERMAN (beauty tools), HelloBody (facial care) and Banana Beauty (make-up) to the AYFW and was responsible for photographing product placement on site.
Authentic integration was very important to us in everything captured. All make-up artists were therefore trained intensively on the products in advance. The artists worked backstage exclusively with the partner products. Thus, the benefits of the products could be presented to the press directly in the application behind the scenes.
CONTENT CREATION
For the beauty partners, I traveled from New York to Berlin to shoot high-quality content around the products together with selected models.
A New Skincare Concept and Shoot by Sarah Frankenhauser + Andrew Day
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
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