Son Gallery has recently completed its most distinguished advertising photography project to date, supporting Asia Miles branded campaign with a collection of stunning images. We were tasked with delivering a collection of photos celebrating the everyday thrill of ordinary objects. The images now make part of Asia Miles “Reward Everyday” promotion campaign showcasing how customers earn rewards for everyday activities. The campaign launched late March in Hong Kong with additional ads in newspapers, magazines, Yahoo, and Facebook…
It is remarkable that Asia Miles has chosen Son Gallery to support this large scale project. We are a small, independant team dedicated to quality and now our passion is rewarded with opportunity. Asia Miles is so delighted with our delivery of a small project last year that they have commissioned a series of detailed photos for their new launch.
Everyone eats, drinks, shops and travels, so Asia Miles has turned those daily activities into extraordinary opportunities. Reward Everyday means featuring inanimate objects through the charm of macro-photography and still life portraiture.
We were contracted to shoot 13 visuals for this campaign. We received a briefing before the Chineses New Year with the client planning to have the shoot just after the holiday. This made for a difficult production schedule as prop manufacturing and delivery were interrupted by the holiday. Many businesses close for 2-3 weeks during that time, so in actuality we had less than a week to prepare the entire shoot. That included sourcing materials from Japan, Germany, and China. Luckily, we have experience in sourcing and making props, so we were able to prepare everything on schedule.
Our greatest thanks go to the team at McCann HK agency for their excellent communication and support. We worked very closely with the agency during the production to ensure the clients ever-developing ideas were met. We prepared several variations of the 13 requested images, many of them including a small collection of objects. Every object represents a pillar of the brand, compatible with Asia Miles in both look and feel. The object visuals mirror the high quality pack-shot images, with the objects appearing as highly desirable products. Achieving that look requires a command of lighting techniques and adaptable applications, as each object presents unique challenges. In order to maintain a seamless approach throughout the campaign, all objects are shot from a similar angle. The images convey a unifying voice over diverse formats. Attention to details, including depth, contrast, and highlights transform familiar products into memorable moments.
Final deliveries were made after extensive re-checking of composition, size, and color matching. In total, the project included 8-10 preproduction days excluding the holiday and 4 days of shooting. Everyone was very pleased with the product and our ability to manage and complete the large, detailed, time sensitive order as a smaller photography firm. We look forward to working together again.