Dennis Minton
Creative Direction, On Set
This project was completed when I was working full time as a Senior Designer at Procter & Gamble in 2024. I have since gone back and revamped the project to bring to life the concept more holistically versus what was completed.
Epoch UK
Organized and ran photoshoot, Art Direction, Photography, Post Prod
Olay Product Photography 2023
The Brief
This collection was designed to highlight the glass material of the new Olay Jars and Super Serum and emulate the light and weightless product texture through gravity defying floating shots. The lower down-up angle gives a heroic stance to the packaging, allowing them to stand proud highlighting their beautiful colors, finishes, and of course material. Colored backdrops were created using physical lighting to represent the collections being shown in each photo. Coming into the shoot, the existing product photography was static and quite clinical, this injection of personality and color aimed at enhancing the perceived value of the brand as well as modernizing and introducing youthfulness.
The photos were shot in a wide format so that they could easily be zoomed and adapted for different formats across e-commerce, social, and in store. I wanted the ability to do macro shots as well where the packaging continues out of frame when cropped, versus the traditional center of the photo full body product shot the brand was use to.
Each panel of the artwork was modernized, simplified, and kept the goal of consumer navigation in mind. Each variant within the line up contains an indicator showing consumers from 1-3 how light or thick the cream is when applied to the face. A realistic product texture render was added to the FOP to help further give consumers an idea of how the cream looks and feels. The whip has an airy foam like texture, the classic a smooth silky, and the ultra rich an indulgent and heavier feel. Through the use of choiceful embossings, foil, and matte, the package quickly became elevated versus the existing options.
