Upside down and inside out; the Mimco Same/Different campaign was a playful spin on old Hollywood glamour. Shot by leading fashion photographer Georges Antoni, we were excited to again collaborate with creative director Sally Coggle.
Ensuring that it was the accessories in the spotlight called for simple, pared back styling and set, allowing the pieces to sing. But that’s where ‘simple’ ends with this shoot: the viewer is tipped on their side with Escher-esque framing and a surrealist perspective. Of course, achieving this sort of visual magic takes a few tricks, so our team got busy removing wires, smoothing sets and extending walls to create the perfect illusion.
We made sure that the Mimco product was emphasised through choice moments of sparkle and overall high-shine clarity. Product colour is crucial to get right when it comes to accessories, so we carefully worked on precision colour matching using complex masking so that all products read true to how they are sold in store.
These images were the leading imagery for Mimcos instore Visual Merchandising roll out, also appearing across all digital platforms.
- Creative Director Sally Coggle
- Photographer Georges Antoni
- Stylist Jessica dos Remedios
- Post Shetouch