Our Creative Process

Take an in-depth look at our holistic creative process through the lens of a recent shoot with melt organic.

Where it All Begins

The first step of our partnership is an introductory call. This is where we can get to know each other a bit better; discuss the scope of work, and create a timeline for the full process. From here, we create an estimate or quote (depending on the size of the project) based on an asset list and visual brief. Once we’re aligned on our budget, a contract is sent out with a 50% deposit invoice, to be paid 7 business days from signing. This deposit secures your shoot dates, and then the real fun begins!

Pre-Production

This is the stage where we build out how every asset will look, along with establishing the visuals of the campaign. This includes choosing surfaces, backgrounds, props, lighting direction, and food styling. This is the most robust part of the process — problem solving is easiest before you’re in the middle of production.

Depending on how developed your brand photography guidelines are, we start with simple questionnaires to determine lighting, general style, and overall color palette. In our experience, providing a shared visual language base with which to refer to when collaborating makes the process efficient and seamless — we are here to eliminate any potential miscommunications before they can happen.

From here we begin to develop the shot list: this is our holy grail, our master document. It begins with more sweeping ideas and looks, and becomes more specific as we decide on various elements of the shoot. We start with mood boards, inspiration images, and loose scenarios to pitch for every asset. Once we’re aligned there, more details are added: mock-ups (where applicable), lists of specific surfaces + props with reference images, food lists, hand or parts model details (manicures, wardrobe, etc.), aspect ratios, and any additional information that will allow us to be as clear as humanly possible.

Once we’ve nailed down all of that, a shooting schedule is created that breaks down each day: what assets will be shot and when, and a reiteration of all the details from the shot list in a digestible format. This ensures no small piece is forgotten and that you have all the information necessary to plan your schedule during the shooting days.

Where applicable, test shooting is slotted into the pre-production timeline wherever it provides the most help. Sometimes these are style tests - for food or props - which takes place close to the shooting day. If we are working together on visual concepts early on, it can be proof of concept wherein we can best show you what we’re thinking. Sometimes you just need to see your product in-situ to realize you want to change the color palette! Some style tests + discarded concepts for this shoot below:

Production

This is the truly special part where everything we’ve worked on comes alive! With the extensive pre-production process, there are no surprises here - we are shooting images that have been created already in every way other than physically.

With commercial-grade equipment and personnel, we take the concepts from our mock-ups into the real world. From every kitchen appliance under the sun, to a large grip + electric package ready for any lighting job, our remote studio is ready for projects of any size + scope. While some assets need some love in the post-production phase to be entirely composited together, we always aim to show you what you’re getting in the end: quick, on-set compositing ensures you can always visualize the final product.

As we capture each photo, we share with you and your team to ensure no detail is overlooked. Whether this is in-person or via text or other digital communication, we don’t move on until everyone is happy and we have approval.

Post Production

The final phase! This is where all the photos will get their final polish, and composites are edited together seamlessly. Rough edges are smoothed, colors are enhanced, and any flaw is touched-up. We always aim to have selects chosen during the shoot day, but in cases where that isn’t possible, a contact sheet is sent 24-48 hours after shooting is wrapped so your team can choose the heroes.

From here, we communicate via frame.io, an application created for the post-production process that allows everyone involved to keep up to date on the state of the edits. Photos can be individually commented on, and there are various tools on the platform to allow you to be as specific as you want to be in that feedback. As we’ve mentioned, our goal in every stage is clear communication - frame.io is the embodiment of that for post-production.

Once all feedback is submitted for the first round, we revise and upload new versions. Versions are stacked so you can always toggle between to easily understand what’s changed. Once all images are approved and the final invoice is paid, the files in frame.io will become downloadable!

And here’s some of the final assets! For this project, we began pre-production in early December 2021, shot in mid-January 2022, and had final assets delivered end of January. This particular project was roughly 2 months start to finish, as the shoot itself had many moving parts - models, wardrobe, custom surfaces, creative ideation and collaboration and extensive mockups, among other things. Pre-production was 6 weeks — and as you can see, the time invested paid off!

Assets In-Use