ON SET: BLUENOTES HOLIDAY 2012 PHOTOSHOOT

As some of you may already know, I get to be part of planning and developing the Bluenotes photoshoot every season. The holidays are here and I wanted to do a recap and behind the scenes look at  the 2012 Holiday campaign. This one was so much fun to work on and is definitely one of my faves! We had an amazing cast of models. From left: Renee (Sutherland Models), Louwrens (Elite), Sidney (Ford), Simon (Ford).

Outerwear shot: Renee and Sidney playing out in the snow — and looking amazing!

This behind the scenes video was shot by Anna Mifsud-Sweeney.

This is a shot of one our mood boards. The idea was to keep everything colourful and quirky with a crafty, D.I.Y. feel. We wanted to use foamcore cut outs and hand drawn elements.

The concept behind the shoot was a group of friends getting together to go a cabin/cottage for Christmas. We shot this at Album Studio Rentals in Toronto.  It is a gorgeous studio with so much natural light. This is “The Arrival” scene, where the friends are just getting to the cottage with gifts in hand. Our marketing director’s dog Eddie was part of the shoot. Let me tell you, this dog needs to get signed somewhere! He is perfect on set. All outside scenes were shot in front of an illustrated birch forest backdrop.

Renee and Sidney shooting hoodies.

We had a cabin wall built for all of the inside shots. For a Canadiana vibe, we added a cardboard moose (with a Bluenotes scarf) and tons of product placement under a foamcore  tree cutout!

Renee and Sidney getting pose before the party scene.

The party scene with Eddie.

I had tons of words and shapes (stars, snowflakes, mugs, mice etc.) cut out of foamcore for props.

Our photographer Carlyle Routh was awesome! Here she is shooting the critter fleece outfits.

I had an iPad where I could get a live feed of the shots as they were taken and make my picks during the shoot.

CAMAPAIGN EXAMPLES

This image was used as part of the Bluenotes Holiday gift guide. Doesn’t everyone look awesome?

An email promoting dresses.

Plush onesies, pajamas and critter fleece were a big focus of the shoot. This is an email example that went out.

Some more signage examples. Above: a wall covering on site at the new Bluenotes location in Yorkdale Shopping Centre before it opened. It was gigantic—image a 4ft Eddie! Below: in-store signage. The tree and other props from the shoot was used in store.

A window focused on critter fleece.

Yorkdale Mall great gifts signage.

You can view more of the campaign at a Bluenotes store or online.  Happy Holidays!

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