2023 SPRING: 29: ASSIGNMENT TWENTY NINE: BRAND SHOOT FOR SUNGLASSES

DUE SEPTEMBER 12, 2023

Sunglasses are popular items, and they have tremendous markup for premium brands.

In this assignment, we have been contacted by the brand manager for a new line of sunglasses in the premium price range.

The shots you create (2) are brand-focused, not product-focused although the client is very nervous about how you are going to show the sunglasses. They want the glasses to be seen in the image for sure, but they do not have to be “featured” necessarily. They can be sitting on a table or a cool car hood. They can be hanging out of a cool handbag or camera case. “Authenticity” is the word they are using to describe the overall creative approach.

Editorial in approach, advertising in final use, this image must be tempered by understanding the brand strategy of the client.

BRAND STRATEGY:

“Our sunglasses are an upscale answer to those who are on the move. We use tempered lenses, scratchproof, and unbreakable to protect our on-the-go customers. Our designs are modern without looking like something of a fad. Classic, stylish sunglasses for those who are on the go!”

What does this tell us?

Travel, adventure, urban, rural… all are covered. We can do a lot of different things here from kids in an urban park with mom (and her glasses), to hikers taking a break in the trek, to folks sitting on a front porch sharing lemonade in the late afternoon sun.

The ideas are endless. We just have to make sure the shots ring with authenticity.

What does “authentic” mean to you?

To me, it means that the styling must be impeccably chosen, as does the set/location. The shot has to be nearly hyper-real so that the authentic approach can be seen.