Photo Art Direction for Biossance

This was the first year that we had a budget for a model for this promotion. We wanted to have a very uplifting summer look and feel. The model would feature each of our core products so we could have a daily refresh for the 4-day event.

For the month of June, we had specially priced bundles for each week of the month to incentivize our customers to shop. Even though it was summer, we wanted to emphasize the science aspect of our products (as well as our brand DNA) in a subtle way—while still having cast shadows to evoke a summer sun. Keeping it clean and pristine, we shot on Carrera marble with a white wall to simplify and elevate the look. It proved to be a success as our AOV increased by over 30% that month.

With a purchase of $75, customers automatically received this special offer of travel-sized products and one full size of our popular mist all with a sustainably sourced printed burlap bag. To distinctly differentiate from the June bundles photography, I selected our pink brand color to be our main color, then to suggest summer, have palm leaf shadows on all the products.

Top Shelfies was the first kit for Biossance that included the top 4 selling products and was a persuasive entry point to our products for new customers. To follow the name of the kit Top Shelfies, I wanted to evoke a lifestyle setting and show a model application shot for all 4 products in the set. I planned, selected the talent and, art directed the shoot.