Behind the scenes at an eFlorist photo shoot

Posted by Miranda Evans on 26/04/12 12:06

We thought it was time to let you in behind the scenes once again for another sneaky peak at an eFlorist product photo shoot. Without giving too much away we can now reveal just how a remote barn somewhere in rural Hampshire is brought to life - where the air quite literally becomes full of wonderful fragrances.

For each eFlorist product launch a unique set is designed and built by the eFlorist NPD (New Product Development) Team. Working tirelessly around the clock for weeks at a time the team transform the blank canvas of the barn in to a stunning neutral product backdrop, from which the colours, textures and glorious floral forms of our bouquets and arrangements can be showcased.

Time is of the essence on a photo shoot so attention to detail really is paramount. The set needs to work effectively from a number of different angles in order that each product background looks its absolute best, without falling in to the trap of looking too much like the last or indeed steals the limelight from the product itself.

There needs to be a sufficient assortment of props available to set the scene or to simply add an extra lifestyle dimension to individual shots. The flower stems, vases, baskets, wrapping, ribbons, bears, chocolates and balloons need to be on hand for the duration of the shoot, with the flowers being fresh at all times and of course in bloom. These are all things that simply have to happen before even one photograph can be taken.

The design of each bouquet and flower arrangement is perfected by one of our professional florists in attendance. Each one is then individually and very carefully transported to the set where every angle of every stem and bloom is scruitinised, ensuring that the arrangement looks the best it possibly can in readiness for its close up. Even once the florist is happy the photographer also casts his own critical eye over the display. Looking down the camera lens can reveal things that you wouldn't ordinarily see. Tweaked and turned, perfection is ultimately achieved.

The first camera click sounds the start of the next process. Each product in its various colour ways and sizes, with and without accessories needs to be painstakingly recorded by the florist, photographer and by the production assistant. Every single detail of each individual shot must be carefully itemised ensuring that the final shot matches exactly the stem selection, price, wrapping and references the correct product code at the right size in the appropriate range. Absolutely nothing can be second guessed or left to chance.

I'm sure you can appreciate, just by revealing the tip of the iceberg, the lengths the eFlorist NPD Team go to and the time it takes to shoot an entire product range. The whole process really must run like a super slick military operation in order to stay within the budget, meet the deadline and to of course, ultimately ensure that our products continue to appeal to our target market - you and your customers.

Topics: eFlorist News, photoshoot