Chris Crisman recently published a post about a fun project he worked on for American Standard and 22Squared. It was so enjoyable to read I asked if I could publish it here too. Thank you Chris!
Early on in 2015 we were already chatting with the awesome creatives at 22Squared – the word was in that their client American Standard was interested in shooting a second round of the “As told by DXV” campaign and they wanted to bring the Crisman Team back for the sequel to our 2014 shoot.
From the get-go, we worked closely with the agency and designers at American Standard to brainstorm, concept and ultimately execute three new images for this years campaign. Culled down from practically a dozen candidates, we landed on Beauty & The Beast, The Strange Case of Dr. Jekyll and Mr. Hyde, and Alice’s Adventures in Wonderland – three instantly recognizable classic stories that we were tasked to bring to life in the context of premium plumbing.
This was no small task, but we knew our team was up to the challenge. Choosing to shoot this in our hometown of Philadelphia meant that this project was a bit of bringing the band back together from 2014. Our first call was to the talented set designer Matthew Englebert. He was on-board from day one, overseeing the practical design and construction of our three sets. Matthew and his team worked for weeks to design, build, and prop the three spaces – creating custom pieces that show a true mastery of craft and an artisan quality of construction.
We worked closely with the team and 22 Squared and the brand designers from American Standard to create rooms that framed up the story while keeping the plumbing fixtures the star of the show. This meant lots of discussions and lots of collaboration between Chris, our team, the agency, and the designers at American Standard. It was an amazing process to watch everyone’s ideas and input get distilled down into the three final ads.
Not only that, but it is equally amazing to see these concepts physically brought to life and built by our set building crew. Trust me when I tell you that every little detail, down to the subtle coloring of the real poured concrete floor is not missed by these talented folks.
One of the biggest and certainly the coolest differences between our previous campaign and this years shoot for American Standard was the decision to shoot motion content and create cinemagraphs. To achieve this we needed to both concept actions and elements in the images that functioned with motion, and also practically light and build our sets in such a way that we could capture this content. For every shot that we lit with strobe, we needed to match that lighting with HMI & continuous lighting.
The results are something we’re really excited about and definitely plan on shooting again.
With any large production – it quite literally takes a village to get the shot sometimes. Whether that’s designing and building the sets, wrangling the animal talent, propping out the shots, tweaking the lights, or even in my case – standing in for a light test…
As always, we owe a huge thanks to everyone who helped bring this project together. From our clients at American Standard and 22Squared to our talented set building and construction crew, the hair and makeup and wardrobe styling team, and our trusty photo assistants. We couldn’t have created these images with you all so thank you!
If you enjoyed this post, consider reading more of them from Chris Crisman’s blog.