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How the eight&four ‘mega shoot’ allowed us to capture a year’s worth of content for two brands, supporting the entirety of the customer journey.
Watches of Switzerland Group tasked us with creating a suite of assets for Mappin & Webb and Goldsmiths, blending their rich heritage with contemporary appeal. We needed to cover the release of 20 collections throughout the year for each brand, with assets designed for use across online platforms, CRM, in-store displays, and print.
With jewellery of such value we were limited in terms of how long we would be able to work with the product. Over just 4 days we delivered the 'mega shoot' - capturing both lifestyle and product stills and videos, ensuring the content was distinctive to each brand while standing out in-feed. The challenge lay not only in in balancing the brands' timeless elegance with a modern, versatile aesthetic but also managing multi-stakeholder involvement, whilst delivering over 800 assets on a tight timeline.
Mappin & Webb
For this quintessentially British brand, founded in 1775, we crafted the concept of Timeless Contemporary. Our art direction contrasted timeless style and luxury - grand settings, classic wardrobes - with a modern, contemporary attitude - shown through bold and unexpected poses. Meticulously curated settings and harmonised wardrobe allowed the jewellery to take centre stage; to draw the eye, as the spark that made the moment pop.
Goldsmiths
For a brand that is all about self-expression, offering a range of luxury jewellery wide enough to fit any personality and elevate any moment, we created the lens of ‘Shine On’. Focusing on pure self-expression, our concept followed four characters’ stories - pairing unique pieces with the eclectic moments they elevated, from chic soiree to bossing it at work. Golden, directional light reflected the power of a range of jewellery that lets your personality shine.
Our Production approach follows 4 core pillars: Pre, During, Post and Augment.
Pre
Guided by our specialist pre-production team, we collaborated with the client to identify the key channels, formats, and content objectives for the Mega Shoot. Recognising that shoot time can be chaotic, our approach prioritises both agility and achieving results. During the pre-production phase, we meticulously selected flexible locations, talent, and sets to align with the project's needs and pace.
Production
The on-shoot approach saw us take 2 dedicated crews, each focused on delivering for their brand. Tight-knit teams, stakeholder approval processes and working at pace were critical to the success of our production phase.
Post
The eight&four post-production approach combines delivery success leadership with technology to support what was in this case over 900 assets.
Augment
Using our brand world image generator tool Coach, our 4th phase is augmentation. This is about expanding our ability to deliver creativity. To find out more about how we combine original shoot production with GenAI see our Platform12 page.
