Photography: Ric Kokotovich
Art direction: Rob Sweetman
Copywriting: Bryan Collins
Agency: Cossette West
What was crucial for us on this project for Greengate Garden Centres was the pre-production meeting with art director Rob Sweetman and photographer Ric Kokotovich, and how they imagined the final images turning out.
The possibility of using some, or all, CGI was discussed but in the end we all agreed that it had to look real. Really real. And nothing's more real than photographing the real thing.
So after the pre-production calls, Ric shot the talent in each location, wardrobe-styled as if they were actually gardening. Sun-hats, Crocs, rubber boots, gardener's uniforms– it's all under there, along with actual branches and twigs taped on for lighting reference.
Then he shot potted plants in the same position and lighting as the talent, starting at the ground then rotating them up and down until we had literally hundreds of shots for the composite. The plant shots were edited down to find the same lighting and focus as the area on the talent. As well, we used multiple plates of the skies, houses, yards and different exposures and propping options to create the final locations in which our gardeners were working.
To see the rest of the campaign, please visit jackgriffin.ca