Hedoine Stills

Creating seasonally relevant imagery to use across our channels that reflected the brand’s aesthetic and featured our products but remained on-budget

In my time with Hedoine, I changed the way the business handled creating imagery. Partly forced by the need to pivot to smaller team shoots in early 2020 by the start of the pandemic, but also because I discovered just how much they had been spending on previous photoshoots and could see that wasn’t a sustainable solution financially speaking but were aesthetically disconnected.

We needed to create seasonally relevant imagery to use across our channels that reflected the brand’s aesthetic and featured our products but remained on-budget. To achieve this I started by defining the visual language of the brand with extensive research and discussions with our founders, delving into how they saw Hedoine.

Alongside the Head of Marketing, we analysed the imagery that our audience were responding well to - namely those that were dark, moody, legs in a dynamic pose, more often without a face, and featured a designer heel, often with some embellishment. This helped guide and inform the styling, something I now did myself with an assistant buyer. Instead of using a purely external team, I brought the creative team in-house with the addition of freelancers with whom I maintained regular relationships. The imagery became much more consistent and reflective of the brands. In turn, our community engagement increased, our followers and likes increase and more customers and influencers started creating their own images that felt on brand.

The final piece to puzzle, and something that significantly helped to reduce costs, was working with just legs. By doing this the focus of our imagery became very much about the legs and helped our product to stand out. It reduced time and money spent on hair and make up and even styling. On this page I have included some of our best unrecognisable leg-focused images.