With the offering of physical mock-ups it was a natural, additional service to offer photography and digital imagery in the studio I managed.
These examples show how we built a system that is modular and optimized each part of the product to create a better image.
The process is a combination of traditional or digital photography, adding retouching and digital image creation to generate the best image type for different use cases.
For many projects where the final result was hero photographic images of the product, a more traditional styling method is often used (see the Michelob example). For others, we might plan to shoot elements individually, with extensive retouching for a stylized look (see Caress).
In some cases I wanted an easily repeatable, digital image that could be updated when packaging changed. My photo-retoucher was able to create "smart objects" for many packs (see vitaminwater) in layers that have the ability to be updated easily and quickly, saving time and cost.
In all cases, having a strong photo-retouching capability gives the ability to provide high quality imagery. In the Sprite example below you can see the improvement when quality photo editing is applied.
Building a studio that is flexible allowed our team to apply the best image creation method to the specific situation and desired end result.
Graphics Production: Roger Stewart, Gabe Hamrick
Printing/Proofing: Patterson Rush
Mock Up Artists: Jill Wiscombe and Bill Roper
Photography and Retouching: Roger Stewart
Creative Management/Direction: Gabe Hamrick
Process Images
