The core of the art direction for branded content is the brand ethos and a focus on the company’s product. Letting the brand’s distinctive color work, the individual characteristics of each model, and the hair – the company’s deliverable product in this instance – become the primary communications.
The core of the art direction for branded content is the brand ethos and a focus on the company’s product.
With advertorial content creation, the initial posture of an art director should always be one of inquisition. The primary question always being “what”. In shooting for Bishops Barbershop we needed to know: What is the product or service? What is the brand aesthetic? What is the brand ethos? Simple questions? Yes. Obvious. Probably. But without identifying these core tenets, it would be all too easy to have beautiful images of beautiful people without any of the Bishops narrative.
We avoided these trappings by never shooting the model directly or focussing on facial expressions and instead shot from off angles, concentrating on the hair and graphic nature of body positioning. An adaptive execution in nature, this allowed advertorial messaging to take the primary role where needed, while still maintaining compelling imagery powerful enough to stand alone.
The brand ethos centers around providing the tools for people to be themselves not what someone tells them to be.
Rebranding Bishops Barbershop’s, the Pacific Northwest pioneer of counterculture haircare, to speak to millennial demographics and expand nationally while maintaining the irreverence of its culture.
January 17, 2021