All four cylinders

Client

Carshop - An award-winning UK wide, leading car retailer.

Breif

In store rebrand across multiple sites to deliver lifestyle and brand imagery for large format graphics, POS and content. Project management of full job including model selection and management, styling and safety and post production scheduling and retouching.

Budget

£50,000 budget, five-day shoot.

Team

Craig Fraser - Main Photographer, Jo Cameron - Second Shooter and Project Manager, Katia Baszczynska - Third Shooter, Wayne L - Fourth Shooter.

A full team from Frasershot was on site and ready to go at the Carshop flagship store in Swindon for this December shoot.

The Carshop team embarked on this rebrand to ensure the brand is visually modern and professional yet still approachable, and has put its staff at the heart of the changes with new uniforms and a bright, engaging style.

The large warehouse served as a studio for the week, which was a real challenge for the team. “We were dealing with a working site and Carshop customers coming and going, the management of lighting, 23 models and a stylist’s team over the course of the five days and it was full on,” revealed Craig. “Also adhering to health and safety regulations like equipment hazards, not to mention protecting the valuable assets – the actual cars!

“We are a resilient, hardworking bunch and whilst the cold temperature of the warehouse was bearable, it was tricky for managing the shots of families and young children as, with a generic brief, the models had to appear seasonless. No wrapping up in winter warmers!

“Carshop had asked us to project manage all the elements of the shoot from recces to model selection and props through to scheduling retouching, proofing and post production delivery. Most clients find the prep working and model selections hugely time consuming and it’s great for us to be involved with every element. For Carshop, this was one of the deciding factors in going with our proposal for the commission.”

The team also needed to have the technology and ability to proof imagery on set by shooting tethered to laptops, directly onto the POS templates using Capture One software. This was ideal for the client as it enabled them to sign off the shots in real time. “This is fantastic way of working and one which we promote to all our clients, however it does slow down the shooting process,” explained Craig.

One of the main objectives of the project was to bring fun and more of a realistic lifestyle approach to the brand. The images were for feature walls, large format graphics and blown up to billboard size - visible throughout every customer touchpoint on site. They needed to be bright and reflect the new brand personality and the bright and friendly customer centric staff.

The choice of equipment and mix of skills were essential for delivering the huge format and quality of shots for the ability to print large scale without compromise. It was all shot on the Phase One camera system to give the best available quality, regardless of which photographer was shooting.

“Carshop were thrilled with the imagery and the fact we took on the project management of the entire shoot,” said Craig. Ben Scholes, Content and Communications Manager for Carshop, said:

“The whole Frasershot team came highly recommended and was an absolute pleasure to work with throughout the project. Simultaneously working on three shoots across six days, they faced quite a challenge. Taking it all in their stride, they produced excellent results with their shots being hailed as being amongst the best across the group. The imagery has certainly elevated the brand and we are delighted.”

The rebrand has also been picked up by industry media, with an article in Motortrader about the success of the new look brand launch.


For more information visit www.frasershot.com