ICY HOT Photography
The Vision:
In collaboration with the Seattle-based agency, SidLee, my team and I had the exciting opportunity to produce a commercial photoshoot for Sanofi, the parent company of Icy Hot. This shoot was dedicated to showcasing their new line of products aimed at helping muscles and joints under strain. The challenge was to capture dynamic athletic movements in a way that would resonate with the active, health-conscious audience.
Our objective was clear: we needed lifestyle photography that conveyed strength, resilience, and motion. To achieve this, we hired five talented athletes to model and perform a variety of physical actions, ensuring a diverse selection of powerful imagery.
Behind the Scenes:
The shoot was intense and fast-paced, involving athletes performing dynamic actions like stretching, jumping, and lifting—each movement was chosen to demonstrate the effectiveness of the product. We used a combination of natural lighting and advertising photography techniques to capture the athletes in motion, highlighting their muscles and joints under strain, while keeping the brand’s narrative in mind.
The imagery was shot in the studio to give a perfect mix of action shots and controlled, stylized portraits. This provided the agency and client with a comprehensive range of options for their product packaging design and future advertising materials.
Final Results:
The shoot was a success, with the images not only conveying the active lifestyle the product supports but also offering a sense of relief and motion. The final photos were integrated into both the packaging design for the new product line and in various marketing materials, including social media and print ads. The lifestyle photography captured the essence of Sanofi's new brand campaign, making it relatable to athletes and everyday consumers alike.
Here’s a selection of shots from the shoot, alongside the final packaging design that perfectly complemented the powerful visuals.
