flaconi

Summer 2023

Date: March 2023

My Role: Art Director

Assets: 32 images

Placements: Online Shop, Social Media.

Runtime: 3 Months

Concept:
Green Urban Escape

In the summer of 2023, Germany was slowly adjusting to the fact that the COVID-19 pandemic that had disrupted modern life and established a “new normal“ was finally over. As the days warmed up, many were not yet financially or mentally ready to take luxurious summer vacations to far-away lands.

The Green Urban Escape embraces this unreadiness and imagines a summer in the city. Rather than seeking an Instagram-worthy influencer vacation, we visit the parks and pockets of green in the city that serve as a refuge from the heat, the business, and the noise of urban life. In their own way, these moments are the most accessible forms of self-care, allowing individuals to carve out even the smallest amount of time to relax into the summer vibe.

Lighting Moodboard

Lighting in the photos mimic the midday sun on a hot summer day.

● Natural sunlight
● Direct light and hard shadows
● Rich, poppy colors
● Angle of light should create medium-length shadows

colour Grading moodboard

The heat and long days of summer make time slow down. The colour grading of the images should reflect this. Darks are lifted brighter than pure black and mid-tones get brightened, creating an almost analogue look. Everything feels a bit more dull to show the summer heat.

Final Images