Zero G Eyewear
Advertising Photographer Takes Refined & Elegant Twist on Eyewear
As an advertising photographer, I’ve been hired at the very last minute to throw together campaigns of all budgets. I understand that the urge to jump right into production when on a tight deadline is tempting. Clients often feel like they are falling behind and won’t get their needs met if they do not act immediately. But, it’s critical to begin every great shoot with a discussion about the brand, campaign goals, and long-term vision. Taking the time to do this saves hours and expenses down the line.
We started this campaign with a week of discussions about Zero G, their accomplishments, challenges, and goals for the season. We imagined how they would grow in the coming years and gave them many recommendations to achieve long-term success. As a result, we identified their priorities for the shoot. Once we decided on a plan, we worked tirelessly to ensure those goals were accomplished.
The result is a refined, elegant aesthetic with a slight twist on the classics. The images represent the quality and craftsmanship that Zero G boasts about. While highlighting the unique innovation behind their designs and colors.
The Casting Process
While fit is a consideration in every casting process, fit for clothing tends to come easier than that of glasses. Most models come in standard sizes, so you can usually find a good range of options for what the brand needs. However, eyewear poses a unique challenge since everyone has dramatically different facial features. And the models that make the greatest impact often have the most unusual features of all.
A Special Challenge
Zero G’s demands for the “perfect face” included a search for the right head size, pupil placement, eye width, brow height, nose shape and size, cheek bone structure, and more. As you might have anticipated, this was a longer casting process than most as a result of these stringent specifications. Because their collection is so broad and varied, multiple frame styles and colors had to be fitted to each model during casting so that the owner, who was traveling at the time, could see every piece via Skype or online image reviews.
There were drop-dead gorgeous models and very noteworthy faces who had to be turned away because the frames were simply sitting too low or were too large/small on their faces. Other models seemed to wilt a little as their beautiful features became masked by heavier frames. There are so many interesting considerations with each casting and we love the challenge of finding not just the best face, but the best faces for the brand and project.
Izzy, Chad, and Chandler all brought the magic blend of looks, fit, personality, modeling ability, and vibe to our set. Although we had tons of frames to shoot in some complex combinations, they flowed from frame to frame with ease and grace. As did our incredible team made up of Garret Gervais (makeup, MCH Global) and Michael Kanyon (hair, Celestine Agency). We hand-selected the models and the makeup and hair team for this shoot to ensure a beautiful, fun, and productive day. We are very pleased with the results and would like to thank our lovely models and team for their immense talents.
If you like this shoot, check out our shoot for Kristals Cosmetics. Or simply browse our galleries below.