Lowe's

Salt Paper and Lowe’s have been in relationship for nearly three years – we work closely with their marketing team and have a deep understanding of their brand identity and target audience.

Lowe’s appeals to a broad customer base, ranging from families to mature adults, and from those who shop for plants, paint, decor, and fixtures, to DIY weekend warriors, craftsmen and tradespeople.

Through our partnership with the Lowe’s producers, internal art directors and brand marketing team, we accurately established the messaging for each product category and the desired emotional impact of the visuals. We then refined and finessed the concepts until we had the green light.

Both creative teams agreed a successful campaign would include a diversity of images that would appeal to young families drawn toward inflatables, pumpkins and accessories, and also to teens and adults whose interest would skew toward more mature themes as well as investment pieces.

Our creative direction was split. Items targeted at very young families would feature bright, playful product and lifestyle photography – simple and straightforward.

The products with more mature themes, in contrast, presented immense opportunities for visual storytelling. We pitched several immersive in-studio and on-location environments that would celebrate the spookier side of Halloween. Each intricate scene would be a feast for the eyes.

With the concepts approved, our incredibly talented set build and scenic teams went to work. Over the course of three weeks, they meticulously fabricated a spectacular shipwreck, ghost house, and cemetery in our studio, and transformed an admittedly already-spooky suburban project home into a magnificent haunted house.

We maintained 5,000 square feet of product and prop storage space, managed shipping and receiving, and facilitated all third-party logistics for Lowe’s throughout the project.

To streamline the shoot, create more consistent and cohesive creative assets, and effectively maintain client budget, the decision was made to use continuous lights instead of strobes. The photo and video teams rotated as needed to secure their required deliverables.

This deliberate strategy has proven to be the most productive way to achieve consistency between still and motion content. It ensures brand integrity and, in this case, made for some really beautiful cinematic content.

We worked alongside the Lowe’s team throughout the process, incorporating their feedback at every stage – not only as our client, but also as our collaborative partner – to ensure the final visuals met expectations.

Following thoughtful photo and video editing and retouching, the Salt Paper Studio + Productions team delivered a cohesive set of images and video clips for Lowe’s to use on their website and social media platforms; in printed advertisements, direct mail campaigns, and other marketing materials; and for in-store promotions.

At the onset of the project, the Lowe’s marketing team envisioned that we would produce somewhat straightforward product photography. But at Salt Paper, we begin every project from a point of execution, asking: What are we capable of?

Our creative proposal was deemed exceptional and the deliverables absolutely knocked their socks off! (Truth be told, we knocked our own socks off with this one, too!)