What is more authentic to natural skincare than embracing beautiful skin while surrounded by nature? The outdoors is where we feel boundless and free. Life can often hold us hostage to our careers and offices. Free + True’s collection is a way of giving and feeling that moment in nature from wherever we are.
JxL’s production focused on providing versatility - a cohesive series of photography that capture the lifestyle, product, nature, and essence of the brand across many unique faces, environments, and compositions. All assets are intended to pair with others to support the campaign. But every image captures the feeling of nature that we want to feel surrounding us.
Since redwoods cannot typically fit within a studio space, we brought the studio into the redwoods.
What is more authentic to natural skincare than embracing beautiful skin while surrounded by nature? The outdoors is where we feel boundless and free. Life can often hold us hostage to our careers and offices. Free + True’s collection is a way of giving and feeling that moment in nature from wherever we are.
JxL’s production focused on providing versatility - a cohesive series of photography that capture the lifestyle, product, nature, and essence of the brand across many unique faces, environments, and compositions. All assets are intended to pair with others to support the campaign. But every image captures the feeling of nature that we want to feel surrounding us.
Since redwoods cannot typically fit within a studio space, we brought the studio into the redwoods.
Full Production, Casting & Set Design
Brand Photography & Retouching
Brand Explainer Videos, Animation, GFX & Editing
Social Content Curation & Design
3D Product Rendering
Work
Delivered
Studio
Beauty
Campaign
Hero
Lifestyle
Model
Lifestyle with
Product
Elevated
Social
On White
Imagery
Bringing the Studio into the Redwoods
The essence of Free + True naturally led us to bringing that comfortable home environment deep into nature. To demonstrate our concept, JxL used 3D rendering software for pre-visualizations of the set design and composition. Our wall was then fabricated by a production designer who used a specialized wood debossing process to manufacture our uniquely designed pattern in the wall. Scouting for the perfect environment was next while proximity, parking, restrooms, and natural lighting all came into play: we spent 2 days, visited countless parks, and covered over 500 miles before discovering a hidden oasis that checked all the boxes. Ultimately, the set build and final composition were identical to our vision, and surpassed our expectations.
An individual photo can be a stunning work of art, but a series of photos helped us to tell the full story of Free + True. While some photography conveys lifestyle (through dress, attitude, comfort, peace) and others highlight product, it is crucial that careful curation and branded graphics are used to bring everything together.
It was also crucial to recruit a variety of models, not only for demographic diversity, but diversity through the final assets. Campaigns that feature 1 or 2 faces go stale, rapidly diminishing the value of your production investment. Free + True featured 9 unique models across all types of photo and video assets.
Aspiration is an understatement: Everybody daydreams about being outdoors, meditating on top of a mountain, or reading next to the soothing sounds of a babbling brook. How about taking care of your skin while in the forest with not a soul in sight?
Our series of product feature videos show the Free + True consumers conducting their skin routine while fully immersed in nature, but with the familiar comforts of a home vanity. These professional mothers are dressed, ready to tackle their day, but not before taking that one soothing moment for themselves.
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Social carousels, print ads, and postcards are just a few ways the photography can be cropped and dressed to serve the brand message.