Art Director | Photo

Lake originally photographed all of their products in an editorial style and on location. Although the images are beautiful and the atmosphere provides context, it was costing too much time and money. In addition, customers would complain they couldn’t see the features of the pajamas fully. A selected image may have been a good pose for the model, but we couldn’t see that drawstring or the pockets clearly. Along with these images, they had layflat images, but a similar frustration from the customer buzzed: they couldn’t understand the garment clearly.

Enter: On-Figure, E-comm imagery! With several models ranging from 6 months old to 6 months pregnant, we were able to create elevated e-comm imagery that holds on to the brand’s signature vibe of “coastal cool girl” and “elevated cozy” AND it describes the look, feel and features of each piece beautifully. For each garment, we captured a front, back, side and editorial image. The editorial direction was to embody a connected and calm energy and bring in the same spirit we have throughout the site of enjoying a beautiful morning.

Creative Team: Jamie Frasca, Nick Eucker, Brian Cahill, Erica Janssen, Michael Ward