Last October I was contacted by the folks at Coalesce Marketing to create a series of photos to be used in three print ads for Menasha Packaging to run in a monthly trade publication, specifically Shopper Marketing Magazine. Menasha Packaging specializes in creating/implementing product packaging and sales displays seen in retail locations around the US, featuring some of the biggest name brands in the market.
The concept of the ads centered around a “Tom Cruise” like secret agent in various retail environments, connecting their products and clients with Menasha Packaging’s knowledge and resources in the marketplace. By implementing a secret agent into the ad pieces, it drove home the idea that they work hard around the clock, gathering the intelligence needed to give companies the marketplace advantage.
When I was approached by the agency, they presented me with two initial mock-up comps for the ads. Going into an elaborate conceptual situation like this, I knew I would be able to rely on dramatic post-production and compositing to create the final images. The cool thing was that I was able to take my specific photographic style and implement the appropriate mood into the visuals.
Below is a look at the creative process, including the mock-ups, various elements of the composites as shot and the final ads.
THE INITIAL AD CONCEPTS AND MOCK-UPS
This is where the creative process for me begins. These can be invaluable, as I’m able to see the initial idea and treatment for the final images. It’s a visual starting point and gets me thinking about how I will shoot, light and edit the photos. Or in this case, figure out how I will dangle a secret agent from a ceiling.
Tears like the below image pulled from the internet are more or less used as concept inspiration.
LOCATION SELECTION, TALENT CASTING AND SHOOTING
We knew early on, that shooting these would be a tad complicated. Due to the fact that we would need to showcase our secret agent in a major retail environment, we needed to essentially piece the shots together as composites. Getting the “green light” to shoot at a Walmart or Target is tricky to say the least and the red tape can become a sticky mess. We shot the mock-up displays at Menasha Packaging’s corporate headquarters, giving the images that retail feel we needed. The folks at Coalesce were able to get me the necessary access to a Walmart location so I could shoot the ceiling and give every detail a visual sense of placement.
The “hologram displays” were delivered to my studio and I had to shoot those separate. That was a challenge for me to make them look and feel like a hologram in the final images, but I’m excited for how they turned out!
And lastly is our “Tom Cruise”… Trevor and the team at Coalesce were able to nail down just the right guy for the job! Meet Anthony. We shot him here at our studio, with a few shots taken at rather interesting angles, and added him into the final photos.. and dangled him from a ceiling.
FINAL THREE IMAGES
Client: Menasha Packaging
Agency: Coalesce Marketing & Design
Creative Direction: Todd Midvedt at Coalesce
Model: Trevor Anthony Conti via The Rock Agency
Producer: Trevor Nackers
Assistant: Adam Koepke