Reverse Engineering a Commercial Shoot:
Cut by Fred’s summer haircare minis
The Client
Cut by Fred, an environmentally conscious, fun-loving haircare brand known for its vibrant identity and travel-friendly products.
The Brief
To stage a playful, colourful, poolside-themed campaign for the launch of their summer haircare minis. The concept needed to capture a carefree, sunny feeling, using beach and poolside props without overwhelming the products themselves.
The Challenge
Due to the small size of the products, I built a miniature summer scenes in the studio, complete with tiny deckchairs, towels, and a pink mini pool. I even commissioned a custom surfboard with a nod to the brand’s name. The creative challenge was to keep the scenes feeling full of life, colour, and movement, while making sure the products stayed the clear hero of the story.
The Results
The final images delivered exactly what the client was after: playful, joyful, and unmistakably summery. The miniature concept tied in beautifully with the travel-sized products, and added a layer of charm and storytelling that felt true to both the brand and my own creative aesthetic.
This project reminded me how important it is to trust your instincts. Clients come to you for your taste, not despite it. When you stay true to your creative vision, the work carries a soul that can’t be replicated.
Marianne
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