This is James Merrell’s second shoot with Kate Spade! Between the bright light, the pops of color and patterns, and his use of the space, James captures the essence of the Kate Spade brand perfectly. James himself told us a bit about the process behind the scenes:
"The Kate Spade commission was a very interesting project as it combined quite a specific brief with a relative degree of creative freedom. The design team had prepared a fairly resolved set of mood boards for us to look at, then we provided our point of view to expand and enhance their vision. Along with the rest of the creative team we mulled over the references and set to work creating the right set of circumstances for the pictures to be realised.
Finding the right location was a crucial part of the process, as it firstly had to fit the look, but also accommodate all the furniture, props and crew. We also had to keep light in mind, as this was to be an available light only project (as is most of our work). Once the right location had been found for scale, look and light we then decided to paint it to provide a suitable looking space for our imaginary girl to live in.
On the shoot day, the art director, stylist and myself set about finding angles, dressing the set and placing the Kate Spade product to best advantage, trying to create a natural look but with a bit of a twist. The shooting days themselves went extremely smoothly thanks to a great deal of preparation by the production team - we were after a casual feel to the pictures as though one had just popped round to a friends place - it's always interesting to see how many people it takes to make it look as though nothing really happened."
You can find James' other work with Kate Spade here!