Firstleaf
2024 Promotions
The Firstleaf 2024 promotions series encompassed multiple food and beverage, product, and lifestyle photography and videography shoots to serve a number of objectives. Having worked with the Firstleaf team extensively, we had the greenlight on creative direction. As is evident from still and motion assets we delivered, we love cultivating campaigns from the ground up!
Overview
Trust The Process
The Firstleaf 2024 promotions series featured several themed shoots as well as some evergreen still and motion content to be used across the calendar. As long standing partners, the Firstleaf team gave us the creative freedom to run with a sequence of lush concepts inspired by their holistic campaign concept: FRESH.
From consultation to delivery, the five-concept project spanned about eight weeks and engaged numerous members of the Salt Paper creative production team.
Process
A diversity of concepts; a cohesive story.
01 | Discovery
Consider the full promotions calendar. What will appeal to the Firstleaf target audience?
02 | Strategy
Fresh! Different concepts with a throughline of vibrance, shape, texture, and clean highlights.
03 | Execution
Every shot and clip tells a carefully crafted story. Kitchen set build for evergreen assets.
04 | Deliverables
Exquisite portfolio of still and motion content ready for use online, in print, and on social media.
Discovery
Consultation
Firstleaf and Salt Paper are the perfect meritage! The trust the Firstleaf team has imparted in us since our first project together in 2022 has yielded incredible synergy – both within our team and in our collaborative partnership – and the stunning results are a representative blend of our collective ideas.
In preparation for our January shoot with Firstleaf, we came together to discuss the products to be featured, the promotions calendar and, if applicable, the segments of their audience targeted in each campaign.
The Firstleaf customer base ranges in age from 25 to 45+ and is composed of both wine novices and connoisseurs who enjoy the company’s curated shipments of competitively priced, high-quality wines.
Each set up would be sophisticated in style, conveying a mature but adventurous sensibility. The scenes would showcase a demographic that values quality, has refined taste, is innately curious, and enjoys socializing.
Strategy
Creative Concepting & Pre-Production
Our proposed concepts for the themed promotions featured food and beverage and product photography and videography. The evergreen shoot added lifestyle photography into the mix.
Valentine’s Day
Departing from tradition, the Firstleaf Valentine’s shoot would celebrate themes of self-care, indulgence, and fantasy. Bottles of rosé surrounded by pinks, roses, and bubbles.
Easter
A celebration of Spring – a garden party! Fresh cut flowers, festive confections, and elegant tablescapes, masterfully lit and shot from different angles.
Kickoff to Summer
Palm fronds, water, sand, citrus fruits, shadows, and glass reflections would depict a perfect sunny, Summer day. (What we planned, but not what we shot!)
Amazon Prime Day
To stand out from Amazon Day noise, Firstleaf’s promotion would be monochrome and minimal, featuring only shapes and textures to accommodate interesting light.
Evergreen
A couple prepares for a party together in their kitchen. They enjoy a glass of wine after unboxing their Firstleaf delivery and snack on appetizers while awaiting their guests.
After gaining client sign-off, our production, set build, and styling teams went into high gear to prepare for the week-long shoot.
Execution
Production
While our lifestyle and evergreen shoots for Firstleaf tend to be more open in structure, the thematic promotions are a bit more formulaic. Each shot list includes:
Adaptability
Shoot week was progressing swimmingly when, as we prepared to shoot the Kickoff to Summer series, our Firstleaf partner suggested an exciting pivot. Instead of a relaxing day in the sunshine, what if we shoot a beach bonfire scene?
(One of the many benefits of working with a full-service photography studio: adaptability.)
Our art director and stylist sprang into action, assessing our options from a point of execution, asking “What are we capable of?” In no time, the studio was transformed into a gorgeous beach, complete with pounds upon pounds of sand and fresh seafood cooking over [our first ever] indoor fire.
This set was an absolute showstopper from both a styling and timing point of view. Our shoot was completed on schedule, and our client was thrilled with our ability to translate his vision into sensational reality.
Deliverables
Post-Production & Delivery
Having completed all post-production initiatives for photography and videography, the Salt Paper Studio + Productions team was proud to deliver a cohesive set of thoughtfully-edited and retouched assets to our very happy client. The images and video clips will be used on the Firstleaf website and social media platforms, and in printed and other marketing materials throughout 2024.
Every project we embark on with Firstleaf is a delight. Their trust in our creative vision and execution empowers our team to do their best work, and the fact that we continually exceed their expectations is a boon to our working relationship.
Cheers to our phenomenal client, Firstleaf! We can’t wait to see what we dream up next together!
