2019 Launch of URBAN CARE
For the launch of a product line that reflects the colorful and dynamic world of the Urban Care brand, we undertook a comprehensive project in which we not only handled the creative prop designs but also personally provided the photography services. To highlight the brand’s energetic spirit and the unique characteristics of each collection, we created set designs tailored specifically to each product.
In this project, we used paper art as three-dimensional storytellers that highlight the natural essences and aromas of the products. We visualized the ingredients of the product lines—such as argan oil, coconut, tea tree, and lemon—using handcrafted tropical leaves, coconut slices, citrus figures, and colorful paper flowers. The vibrant background colors and contrasting prop designs we selected for each product group brought the series’ dynamism to the set.
Managing the entire process—from the design phase to the moment the shutter was released—under one roof allowed us to maximize the props’ harmony with the lighting and the depth of the composition. By combining Urban Care’s fresh, urban, and care-focused identity with the flexible nature of paper and the right photographic techniques, we created high-energy, striking images that strengthened the launch strategy.
