Medela | CALMA
Medela is a world leader in the breast pumps and breast feeding products. This photo campaign was initiated for updating look-and-feel for everything from packaging to communication for the "CALMA" baby bottle.
I was briefed by branding agency to "capture a seemingly spontaenous or private / intimate moment. The camera is a neutral observer and there is no posing or looking into the camera. There is plentiful light through large windows or background open space. There is light bleeding into the scene and both lens flare and over exposure (to a degree) is desirable. The setting of the photo is a lived in and loved in setting that includes the clutter of life. From toys to a jacket placed thrown on the sofa. The Calma bottle is naturally placed in the environment, if applicable to the scene".
Alexey Kudrik Photography performed full circle of production in this project, including casting, location scouting, art direction, all logistic on location (decoration. lighting and so on).