In the locations and subject matters of my shoots I learn a lot of things that I otherwise never would.
From the history of cowbells to the history of Tequila, from diving in underwater caves to rappelling into caves of mountains.
Itâs all learned and experienced through the camera that I carry.
One of my last assignments for Glad trash bags offered another curiosity; People just LOVE the scent of Gain laundry detergent.
Who would have known there are âGainiacsâ out there?? People so crazy about the Gain smell, finding it so âdivineâ, they make everything smell like it?
Well, Â I now know. I have been initiated into the world of Gain scent!
When Glad Â introduced their trash bags with the Gain scent they wanted to tell this story. It was time to let the âGainiacsâ know trash bags now came with their favorite smell!
During the preproduction meeting of this assignment I got a rare insight into why the creatives wanted me to work with them on thisÂ assignment. It was quite fascinating for me as Iâm never privy to the discussions of why an agency chooses a specific photographer.
When the agency introduced me to the client they started with describing why they had chosen me specifically.
There was the light quality, bringing something ethereal to the image. The photograph could not be flat but had to have an airy sense of excitement about something as mundane as trash bags.
There was the way I photograph women; Respectfully beautiful.
Then there was the kicker; They had looked at the way I photograph flowing fabric and found me perfect to make the trash bags visually more than plastic. To make them flowing in the air with grace as our hero woman in the ad impatiently ripped them out of the box and into the air to soak up the Gain scentâ¦.
I was surprised about the detail my images were looked at. In the end this helped both me and the final photograph as I decided to approach shooting the trashbags just as I would a flowing dress; With fishing line and wind mashinesâ¦
If you want a good laugh check out this short clip of us shooting flowing trash bags in the airâ¦
A big thanks to the Advertising Agency Alma for trusting me to make trash bags look beautiful, seeing beyond plastic into the sensual flow of fabric of couture dresses…
See full post here: Erik Almas Photography2015-05-09.