INTRODUCTION

Loving Earth is an ethically driven company that makes bean-to-bar whole food chocolate from regeneratively grown cacao. Their products are of high quality, simple, and close to their natural state. Meaning, they contain no inverted sugars, glucose, or stabilisers. They develop relationships with grower communities around the world to source the finest ingredients to make their plant-based chocolate bars in their solar powered factory.

THE MISSION

The launch of this range was the first step in transitioning from their hippy wellness roots into becoming an urban, young and modern feeling brand. The beautiful contemporary packaging was created by Marx design, and was key in launching Loving Earth into a new direction. I felt it was important that the video and photography for this campaign celebrated their fantastic design work.

THE OUTCOME

A library of visual assets of both photos and videos to promote the 45g chocolate range. These visuals were used to both by Loving Earth and their stockists which spread awareness of the range across multiple channels including: social media, websites, PR outreach and print.

Concept Development / Photography / Videography / Set Styling / Photo Retouching / Video Editing

A NEW LOOK & FEEL

The aim of this launch was to reposition Loving Earth as an ethical chocolate brand of the future. It was the first step in transitioning the company from their hippy wellness roots into an urban, young and more modern feeling brand. The beautiful contemporary packaging was created by Marx design, and was key in launching Loving Earth into a new direction. I felt it was important that the video and photography for this campaign celebrated their fantastic design work.

CONCEPT DEVELOPMENT

When ideating the visuals, I felt that it was important to keep the concept fairly simple so that the styling of the image, did not over shadow the the packaging. Photographic and video lighting is one of my strengths, so I explored the possibility of using only coloured gels and light for the creation of all the imagery. This was not only an effective way to photograph the product but also a very efficient use of our budget as the only things required was a white seamless backdrop, a slightly reflective white surface, some ingredients, and the chocolate.


Styling the two flavour set up.

PRODUCTION | PHOTOGRAPHY LIGHTING

Each flavour used a different combination of coloured gels to complement the packaging. For each shot, 3-5 different lights were used. In the images below, you can count the five lights used to capture the double shot. Two large soft light sources which added some soft colour and brightness to the scene, one small portable strobe illuminating the backdrop with a strong saturated colour and two small very controlled spotlights illuminating the front of the packaging only.

Top left to bottom: Me cutting chocolate with a mouth full of chocolate | Two flavour set up with 5 lights | One flavour set up with 4 lights.

The floating images used 3 lights. Two to create the backdrop gradient and one hitting the front of the packaging. The packaging was mounted to my very effective polystyrene head which is always very helpful when I need to capture and image of a floating object.

Polystyrene head used to mount boxes for floating images. I believe every studio should have one of these.

POST-PROCESSING

Because most of the work is done in camera, retouching was fairly simple for this project. The usually touching up the imperfections of the table, correcting the angle and lines of the box in addition to colour balancing and correction. For the floating images, bot the stick and top of the head were removed.


Raw image vs. Retouched image

FINAL IMAGES

FLYING BOXES & INGREDIENTS

I captured shots of the packaging “flying” and did this by puppeting it by threading fishing line through the box and bouncing it up and down.



For the launch video, I created a short clip to celebrate each flavour using the primary ingredients in that bar. The shot was captured from a birds eye view and the ingredient either engulfed or revealed in the duration of the clip.

FINAL VIDEO

THE OUTCOME

A library of visual assets of both photos and videos to promote the 45g chocolate range. These visuals were used to both by Loving Earth and their stockists which spread awareness of the range across multiple channels including: social media, websites, PR outreach and print.


Need an idea for your next campaign? Let’s chat. stormypyeatte@gmail.com