St Tropez.
Design & Art Direction

Project: Global Digital Content Refresh

Concepting and Art Direction for product lifestyle photography, showcasing hero and NPD’s across the full St Tropez range. Working on Global product range visuals, texture concepts, social content creation with shoot Art Direction, and retouching oversee.

The photography concepts were based on a summer theme or NPD launch. Derived from the iconic packaging, the compositions feature graphic diagonal shapes with the use of lighting and set design, to create striking hero photography that compliments the products.

Each unique product image was designed with deliverables in mind, allowing use across all sales channels at various aspect ratios and the use of in-store POS. All shots and sets were created in a studio with experts in set build, photography, and styling.

Refreshed Content

New product photography was created for hero SKU’s, Mixed Portfolio and Kits. The assets were expertly retouched and extended to allow for multiple applications, for use cross multiple sales channels, including in-store, the brand website, Instagram and Amazon. Helping to launch two new products into the category; the Luxe Body Serum and Berry Sorbet Mousse.

LUXE BODY SERUM

Hero shot to launch the Luxe Body Serum into market

Assets used to create social teasers to launch

Hero campaign photography

In-store point of sale

CONCEPTS

Teaser

Teasing the new format serum product with an elongated shadow and light shining through the product to reflect the golden serum texture.

Launch

St Tropez golden sand with deep sweeping shapes to mimic the pack design. A diagonal shard of light shines through the packs to reveal a warm golden glow and the glossy serum texture.

Behind the scenes

From concept
to final assets

BERRY SORBET CLASSIC MOUSSE

Application Videos

We created bespoke ‘How To’ Guide videos, showing the step-by-step product application process, for use on the St Tropez Tan YouTube channel and retailer sites including Boots. Designing and building a custom bathroom set and using the new lifestyle product photography for the start frames, adding an elegant and premium feel to the new footage.

The ‘How to’ series

Storyboard and design for the ‘How to’ video series for the St Tropez Tan YouTube channel. A mixture of photography assets and footage were combined to educate viewers on the best ways to apply each of their top-selling products.

‘How to’ Berry Sorbet

The new photography assets were used as hero frames in the ‘How t'o’ videos. Along with set design, and art direction on set to guide the model through the tanning application stages.