How to Plan and Execute a Commercial Brand Campaign: Hims & Hers Case Study
This video details how the FLOWERS studio planned and executed a five-day commercial brand campaign for Hims & Hers, from initial studio setups to outdoor location shoots and post-production. The campaign involved creating cohesive imagery while adapting to various challenges and incorporating personal touches.
Initial Studio Shots: The team began with studio shots using a double mirror setup for depth, followed by portraits on a beige cyclorama to maintain Hims' established brand consistency [00:00:18][00:01:17].
A pre-production slide showing yoga and pilates equipment for the home studio setup. [ 00:00:26 ] 
The photographer utilizes a double mirror setup in a studio to create depth in shots. [ 00:00:40 ] 
A final portrait showcasing a male model on a beige cyclorama, aligning with Hims' brand imagery. [ 00:01:40 ] Home Studio & Creative Decisions: Day two focused on shooting in a house location, where the set was stripped back to highlight the talent, and an impromptu window shot became a final selection [00:02:14][00:02:56].
A final select from the home studio kitchen featuring talent Danielle, emphasizing her over the setting. [ 00:02:35 ] 
A poignant final image of a woman wrapped in a blanket by a window, a last-minute addition to the shoot. [ 00:03:01 ] Location Scouting & Travel: A dedicated travel day was scheduled mid-shoot to scout various outdoor locations in central California, including a flower farm, beach, and lake, ensuring readiness for the campaign's second half [00:03:03].
The detailed location itinerary for the five-day shoot, including studio, home, and outdoor locations. [ 00:03:09 ] 
A map illustrating the travel route between the beach and lake locations for scouting. [ 00:03:49 ] 
A pre-production slide confirming various props including tent, cooler, and car options for the wilderness shoot. [ 00:04:22 ] Adapting to Outdoor Challenges: During outdoor shoots, the team adapted to unexpected conditions, such as insufficient light in the woods (pivoting closer to the lake) and rough water/wind at the beach, by focusing on dry activities and creative problem-solving [00:04:06][00:06:10].
A final dynamic shot of a woman trail running, demonstrating movement and environmental interaction at the lake. [ 00:04:53 ] 
A detailed macro shot of a red flower, showcasing close-up photography techniques used at the flower farm. [ 00:05:37 ] Incorporating Personal Touches: Meaningful elements, like an embroidered fabric belonging to one of the talent's mothers, were integrated into the set design, adding personal depth to the imagery [00:05:50].
A final portrait of Gillian with a braided hairstyle, featuring an embroidered fabric from her mother woven into the scene. [ 00:06:07 ] 
Behind-the-scenes shot of crew members adapting to windy conditions on the beach by pinning down a towel with rocks. [ 00:06:21 ] 
A final tender moment captured on the beach, showing a father holding his child. [ 00:06:33 ] Pre-Production and Campaign Rollout: The video highlights that thorough pre-production allows for successful on-set adaptations. Final images undergo color grading and retouching before being integrated into Hims & Hers Labs' digital campaigns [00:06:42][00:06:57].
A pre-production shot list detailing the various planned shots for the campaign. [ 00:06:50 ] 
A digital campaign ad for Hims & Hers Labs, showcasing biological age tracking and biomarker testing. [ 00:07:10 ]
Initial Studio Setup [00:00:18]
- The first shot is critical to establish trust and direction for the entire team.
- Nailing the first shot allows everyone to relax.
- It confirms wardrobe choices, set design, and the overall believability of the world being created.
- A double mirror setup was used to create depth in the initial shots.
- The challenge was to avoid the photographer's reflection in the mirrors.
A behind-the-scenes shot of the photographer using a double mirror setup to create depth in a small studio space. [ 00:00:40 ]
- The challenge was to avoid the photographer's reflection in the mirrors.
- The studio also included pre-planned home studio elements for specific shots.
A pre-production slide showing yoga and pilates equipment for the home studio setup. [ 00:00:26 ]
Beige Psych Portraits [00:01:15]
- Shooting portraits on the beige cyclorama was the highest pressure activity.
- Hims had previously only been shot in a studio, requiring consistency.
- The goal was to build on the brand's tradition while incorporating personal style.
- The challenge was how to create one cohesive body of work.
A final portrait showcasing a male model on a beige cyclorama, aligning with Hims' brand imagery. [ 00:01:40 ] - Over-the-shoulder shots using the product and cycling through the various talent were necessary to meet the brand's needs.
House Location and Unexpected Success [00:02:14]
- Day two involved shooting in a house location that required minimal changes.
- The team could control the light using existing windows.
- The styling involved stripping back elements to hero the talent.
A final select from the home studio kitchen featuring talent Danielle, emphasizing her over the setting. [ 00:02:35 ] - A last-minute shot requested by the photographer by a window ended up becoming one of the final selects.
A poignant final image of a woman wrapped in a blanket by a window, a last-minute addition to the shoot. [ 00:03:01 ]
Location Scouting and Logistics [00:03:03]
- Day three was used as a travel and scouting day.
- The team traveled from LA to Santa Barbara.
- They scouted locations for the second half of the shoot.
The detailed location itinerary for the five-day shoot, including studio, home, and outdoor locations. [ 00:03:09 ] - A flower farm was scouted and approved.
- They stopped at Neptune's Net for lunch [00:03:45].
- A lake location was also scouted.
A map illustrating the travel route between the beach and lake locations for scouting. [ 00:03:49 ] - Pre-production included confirming props like car, tent, and cooler options for the wilderness shots.
A pre-production slide confirming various props including tent, cooler, and car options for the wilderness shoot. [ 00:04:22 ]
Lake Location Challenges and Adaptations [00:04:06]
- The team encountered challenges at the lake location.
- Initial plans to shoot in the woods were abandoned due to insufficient light for the desired frame rate and visual style.
- The setting was adapted closer to the lake, which ultimately felt better for the shots.
A final dynamic shot of a woman trail running, demonstrating movement and environmental interaction at the lake. [ 00:04:53 ] - Macro shots of flowers were captured, showcasing attention to detail in the environment.
A detailed macro shot of a red flower, showcasing close-up photography techniques used at the flower farm. [ 00:05:37 ] - The talent's personal items, such as an embroidered fabric from her mother, were incorporated into the set design.
A final portrait of Gillian with a braided hairstyle, featuring an embroidered fabric from her mother woven into the scene. [ 00:06:07 ]
Beach Day Curveballs and Adjustments [00:06:10]
- The weather on the beach day presented unexpected challenges.
- The water was too rough for swimming shots, especially with kids on set.
- The wind kept blowing the towel, requiring it to be pinned down with rocks.
Behind-the-scenes shot of crew members adapting to windy conditions on the beach by pinning down a towel with rocks. [ 00:06:21 ] - The team focused on dry beach activities and adapted to the conditions, capturing meaningful moments.
A final tender moment captured on the beach, showing a father holding his child. [ 00:06:33 ]
Post-Production and Campaign Rollout [00:06:57]
- The team transitions from selects to editing, with color grading being a dominant aspect of the creative's work.
- Work goes into retouching to refine the images.
- The final images are integrated into digital campaigns for Hims & Hers Labs.
- Thorough pre-production, including detailed shot lists, was crucial for successful adaptation and creative problem-solving on set.
A pre-production shot list detailing the various planned shots for the campaign. [ 00:06:50 ] - The final images are used in digital campaign rollouts, showcasing biomarker tracking and health information.
A digital campaign ad for Hims & Hers Labs, showcasing biological age tracking and biomarker testing. [ 00:07:10 ] 
Another Hims & Hers Labs digital campaign ad, highlighting health transformation and personalized plans. [ 00:07:21 ]
- Thorough pre-production, including detailed shot lists, was crucial for successful adaptation and creative problem-solving on set.