I have had the pleasure of working with Deadgood for many years on various campaigns. Our most recent collaborations came about when I was asked to photograph their 'Deadgood Future' campaign.
"The collection itself fuses technologically advanced materials, a forward thinking aesthetic and tongue in cheek references, to create a product mix ideally suited to the modern commercial interior. " Deadgood.
Throughout the shoot there needed to be a consistency in lighting and composition. The lighting was kept bright and bold to help define the colour and shape of the product. For the Composition and framing, Deadgood took inspiration from film director, Wes Anderson's 'The Grand Budapest Hotel'. The framing in the film is consistent throughout and involves a lot of symmetrical compositions. Nearly every shot is straight-on and often filmed with a wide angle lens. This is something we incorporated into the 'Future' shoot, with all images meticulously set up and shot in this way. A lot of thought going into the placement of the product on the gridded flooring.
Framing the images in this way was a lot harder than anticipated and threw up quite a few challenges on location. We found that adding depth to the shot was essential to prevent the set up looking too flat and giving it a functional feel. Luckily the location lent itself perfectly to achieving this and is full of sections of angled walls and walkways. The location we used was the amazing Coopers Studios and Ryder Architects 'offices.
Another Key element to the shoot was the flooring, which is a subtle references to futuristic films such as Tron and Stanley Kubrick's '2001 A Space Odyssey'. This also helped to add a lot of depth and symmetry to the set shots and draws the viewer's eye to the product.
For a more in depth look into the ideas behind the shoot visit their news page. http://www.deadgoodltd.co.uk/news/