Photographer/director Jim Purdum can envision a concept and bring it to life the way clients want it to be seen and felt. Amazon Advertising and Stanley/Black & Decker (SBD) came to Jim for a Winter Holiday 2018 campaign because they knew he would present SBD products with the star treatment they deserved in an authentic way.
They put it best about Jim's work: “Our client wanted to portray a moment their customers could relate to and see themselves in, and Jim has the ability to capture that authenticity. On set he creates an environment that is efficient but leaves room to explore and find the exact shot we’re looking for. Shoot day went off without a hitch and was one of the most relaxed ones I’ve been on.” — Senior Art Director Aaron Sanchez, Amazon Advertising.
Jim did a one-day shoot in Los Angeles for Amazon/SBD cross promotion for a website landing page over the 2018 winter holiday. The concept was to feature SBD power tools being used for hand-crafted holiday gifts in a real home-garage setting.
Three scenarios for three different product lines featured an in-use circular power saw, drill and vice with the tools always in character and taking the spotlight. Strong compositions, a natural sunlit feel and a terrific-looking propped garage with woodshop details brought each scene to life.
Shot with 35mm format with lenses at near wide open apertures, Jim kept the background out of focus but with enough detail to tell a complete story for each of the hero tools. The shots are all wide web-banner layouts showing at least one back wall in the garage. Jim thanks a great art department and set builders who created the wooden holiday projects up to the right stage of completion. You saw enough to know what each hand-crafted gift was going to be while still unfinished enough that you'd need the tool being featured.
The shots are all wide web-banner layouts showing at least one back wall in the garage. Amazon/SBD got a holiday gift presentation starring their rugged tools in real moments in a home where they belong.