Joico
Photography and film production
Full-service film and photography production for Joico haircare
About the project
Brand visuals
Set design
Joico is a B2B hair care brand that wanted to push its boundaries by entering the consumer market. Joico stands for vibrancy, colour, and shine. Our assignment was to implement these brand values ​​in the visual language. During an eleven-day shoot we developed atmospheric photography, cinemagraphs, and a brand video. This production for Joico consists of more than 400 images that together form one consistent unity.
Aside from the photography assets, we produced a brand video and several cinemagraphs, in which the products are nicely highlighted. In these moving assets, we played with water and light, with an elegant nod to the actual function of the products. For Joico we used different video speed techniques. Filming in 50fps allowed for speed ramps and slow-motion shots. This results in a visually appealing effect when working with liquids. The photography for Joico consists of product photos from the care, professional, and styling line. To visualise the actual content of the products, we made texture swatches of the different substances. This combination of images gives a clear picture of the products and creates a visually appealing overview for the consumer. In total, we photographed more than 100 products, individually and in suitable combinations.
The photography for Joico consists of product photos from the care, professional and styling line. To visualise the actual content of the products, we made texture swatches of the different substances. This combination of images gives a clear picture of the products and creates a visually appealing overview for the consumer. In total we photographed more than 100 products, individually and in suitable combinations.
For this production, in consultation with the client, we designed the concepts and styled the sets. We developed two set designs based on a concept proposal. A mono white set in which all products were photographed, and a second tone-on-tone set to give the care & styling products some extra attention. For the two different concepts and set designs, we worked with two teams consisting of a producer, photographer & stylist. Both teams were sourced to perfectly fit these types of concepts.
