HATCH SUMMER 2020 COLLECTION
On set art direction for both full length & close up motion work. Fluid and visually effortless e-commerce videos to showcase the flow and fit of the product.
The Briana Dress, created in my namesake.
The Perfect Vee and the Paperbag Pant.
HATCH’s pieces are designed to feel effortless, fun, and reliable when nothing else is. The collections are culled and curated from maternity favorites as timeless clothing meant to be worn for every stage. Each product is solution-driven and carefully designed to flatter your body for before, during and after.
The Martina Bodysuit, designed to hug and support your bump.
The Longsleeve Tee and Denim Short; The Fiona Dress; The Keera Jumper; and The Morgana Jumper.
ART DIRECTION
As a maternity line, it is so important for the customers to understand the movement and fit of each product. In 2019, we started to shoot motion e-commerce in order to feature a more detailed look at our collection; no more second-guessing how your favorite HATCH item will fit. I worked with the photographer and models on set to create free-flowing, effortless videos that feel upbeat and joyful.
OVERALL SCOPE
I art directed the videographer to shoot both up close and full length video in order to highlight the special details of each piece as well as the fluid motion of the entire outfit.
Right, detailed look at the ruffled strap and structural cinch at the back of the dress.
Far right, the slight asymmetrical hem and movement of the full Cate Dress.
IN THE DETAILS
THE FULL PICTURE
The Easy Tee and the White Denim Shorts.The key to art directing a successful motion product shoot is to connect with the models and create an easy-going set with minimal stress. I work with them to highlight the different aspects of the product as well as physically show them the ways I’d like them to move. Encouraging a relaxed, happy mood and interacting with the models in a hands-on way is the best way to market the product.
The Gwen Dress, close up bump moment and the full length flow.