Challenge

The project was to photograph various merchants in New York City's Lower East Side, a vibrant and unfamiliar location, within a tight half-day window. We were tasked with showcasing the launch of Shopify's point of sale (POS) system, capturing both the store's atmosphere and the functionality of the technology. The difficulty was twofold: we had to quickly adapt to the fast-paced, dynamic city while making sure to connect the POS experience with store owners who were not accustomed to being in front of the camera. Additionally, we were expected to deliver high-quality, on-brand imagery that captured the unique personality of each merchant and their store. The time crunch, coupled with working in an unfamiliar environment, made this an especially demanding shoot.

Strategy

To navigate these challenges, we arrived a day early to acclimate to the city and scout the locations, ensuring we had a good sense of the environments before the shoot. Knowing how crucial support would be, we brought Maryn from Ottawa to assist with logistics and production, and also hired local crew members to help manage the shoot efficiently. Since we had a well-established working relationship with Shopify, we were able to use prior knowledge from a previous shoot in Ottawa, where we had developed a lighting style that worked well for showcasing both stores and their subjects. This lighting style, a combination of ambient and artificial light, allowed us to emphasize the POS system while also highlighting the unique vibe of each store. This standardized approach ensured that all images across the campaign had a cohesive look, even in a fast-moving environment like NYC.

Solution

The outcome was the largest campaign House of Common had shot to date, with a variety of photos that adhered to the established theme and lighting style. By creating a consistent visual language throughout the shoot, we were able to deliver a diverse set of images that not only met Shopify’s needs but also gave the merchants additional options to market their stores. These additional images were sold back to Shopify and the merchants, offering them more value than initially anticipated. Our successful execution of the campaign solidified our ongoing relationship with Shopify, specifically with their creative director, and allowed us to refine and standardize our lighting approach for future campaigns. This project not only demonstrated our ability to execute under pressure but also positioned House of Common as a reliable partner for large-scale, high-quality campaigns.