We’ve been shooting roomsets for Capital Fireplaces for approximately 5 years now. I love it because we get to create the complete environment for the product shoot from scratch and we immerse ourselves in this world for three weeks at a time. The time lapse video below shows how we turn the blank studio canvas into a cosy corner…..
An image of the final shot after the set build.
Capital’s clients are often small independent fireplace galleries in rural villages with perhaps only the space to display a couple of fireplaces, grates, stoves and surrounds. Therefore the catalogues we shoot for them are absolutely necessary as a selling tool to these provincial stores. Marketing wise this works brilliantly for Capital, who can display their wares in roomsets made to measure, propped and decorated to specific aspirational ideals.
We work with the Capital staff who build the roomsets in our studio, fit their products and decorate the sets to the tastes of stylist and props gatherer, Deborah Binks and Capital’s Sales and Marketing Director, Andy Hitchman.
While Debbie hangs paintings and mirrors and positions furniture, I light the set and shoot it as the Capital guys get on with decorating the next roomsets of the day at the other end of the studio. Often the fires are set alight in the studio for the final shot or we sometimes use flames we have photographed at Capital’s Henlow premises in Bedfordshire and add them in postproduction.
Sometimes we go out on location and shoot real roomsets in lovely homes that Debbie finds for us. We bring Debbie’s own props and mix them in with those of the house. Then we will shoot the fireplace in our studio at the exact angle to fit the location photograph and put them together in postproduction.
Another great marketing tool for Capital is that our images are of sufficiently high resolution to decorate their fleet of lorries, thereby acting as a mobile gallery whilst they deliver Capital products to customers’ shops all around the country.
For further information on Capital Fireplaces go to: http://www.capitalfireplaces.co.uk