AXO METHOD
SHOOT OVERVIEW
Argentum launched a new mind-body-soul spa treatment at its Holland Park store, beginning with a spiritual manifestation ritual followed by a detoxifying massage. For this launch, I art directed the shoot to captures the serene, luxurious atmosphere of the experience. Deliverables included interior and product shots for press releases, as well as lifestyle imagery of the treatment in progress for use on the website and across social media. The visuals had to align with Argentum’s mystical, premium aesthetic and be versatile for both editorial and digital platforms.
Deliverables: Shot list; Shoot schedule; Photoshoot art direction; Styled photoshoot; Prop sourcing; 20 - 25 Image assets; Massage video assets
Team: Creative Director; Art Dircetor / Producer; Photographer; Lighting Tech / Digital Assistant / Videographer
My Role: Art Director / Producer / Stylist
DEVELOPMENT AND PLANNING
This multi-layered shoot required a structured approach, and I used Figma’s moodboard and pages functions to plan and evolve the project. From initial visual direction to a detailed shot list and schedule. This collaborative workflow made the creative vision clear and accessible, helping the photographer align seamlessly with the goals of the shoot.
The shoot’s visual direction was inspired by Argentum’s yin and yang aesthetic, balancing light and shadow to reflect the brand’s duality. Natural daylight was used for bright, lifestyle and product shots on the shop floor, while the treatment scenes were captured in a darker, underexposed style to evoke a moody, poetic atmosphere. This contrast not only aligned with the black silhouettes of the product jars but also subtly expressed the brand’s feminine, intuitive energy.
