SadieB Hero Campaign
Recently launched in Target, the up-and-coming haircare brand SadieB came to me looking for colorful imagery to define their brand as the brand for girls, led by girls.
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SadieB reached out to me after hearing my episode on The Market podcast (which you should listen to if you haven’t yet). They were looking specifically to start building up a library of branded imagery to bolster their website and Target PDP pages, having recently launched in over 500 Targets across the country. I was REALLY excited to hear from them as I love helping brands with creative strategy, and was so excited to dive into something colorful and girly! Ran by 2 sisters, Sadie and Abby, the brand really wanted to emphasize celebrating girl’s diversity and mental health in a way that felt vibrant, exciting and relatable.
Dive in below to get a view of pre-production, BTS, and to see some of the final images in use!
Producer, Photographer + Retoucher Kirsten Nicole Photography, @knicolephoto
Stylist Chelsey, @cchels.ey
Assistant Keri, @kkempography
Setting The Stage
In order to build a strong library of photos, there were a lot of images on the wishlist. I strategized that the best way to get everything without sacrificing quality would be to shoot the images in 3 parts: hero imagery, model imagery, and finish with the texture + supplemental shots. This way, SadieB could get some bangin’ shots right from the get-go, and make a very big impact in a short amount of time on their website and Target pages!
Once we had the order of shoots set, it was time to dive into the creative direction of it all. At first, I pitched a warm color palette, but in the end, we decided that a cooler color palette is more interesting and pops the product more!
From here, I built out the moodboard based on some imagery and ideas SadieB provided. I kept the pastel tones and added some graphic elements, mainly in some gridded backdrops to play into the shower / bathroom aesthetic, and everything was looking awesome! Next up, it was time to get all the images sketched. This is when everything realllllly came together and this first shoot took shape!
Want to see how this creative direction translated to the other shoots? Maybe you want to skip ahead see how all the shoots turned out together? Take a sec and check those out below:
It’s All Coming Together
As it goes with colorful projects like these, the shoot day was so much FUN. My stylist Chelsey and I got into such a good groove, and the images were just coming together like pop! Bam! Bang! We started with the collection shots, then made our way through the shelf shots and water tank images (those are always an adventure but so worth it!!). We had dance breaks as needed as we worked through the day, of course, and bam! The most really cool, girly + vibrant brand was looking SO GOOD!
Tah Dah!
These images also started showing up on SadieB’s Instagram account as stories, reels and carousels (plus, another peek at the mobile Target.com pages!):
We shot a HUGE number of deliverables for this first shoot—a whopping 29!! We hustled to get these shot in a day, but with strategic planning and clear communication before and during the shoot, we got everything shot super smoothly! It was so satisfying to see it all come together with all the colors and graphic elements planned. Take a look!
The Whole Picture
This was an especially satisfying project to see go live, as they started popping up everywhere pretty immediately! Online, the images went live on SadieB’s website and Target PDP pages:
Seeing all of these images come together in post was very satisfying, and this was just the first batch!! With at LEAST 2 more to go, we’re just getting started!
Check out the rest of this project by diving into the other shoots below!