Flow Hydration

Creative Treatment

Lighting: Moody and punchy with deep shadows, but still daylight-inspired. The feel is as if the sun is hitting everything at high noon, creating bold contrast without feeling artificial.

Colours: Pastels (pinks, blues, greens, oranges, purples) chosen to complement Flow’s highlight packaging colours. These tones will pair with dramatic shadows for a modern, editorial feel without the shadows looking too harsh.

Editorial over Commercial: Images will feel playful, slightly imperfect, and more like a magazine spread than a stock ad. Caps may be off, boxes tilted, boxes leaning…intentional off-kilter styling to create authenticity.

Textures: We’ll always include condensation and droplets on boxes. Surfaces can be wet with splashes or subtle puddles for a refreshing feel.

Backgrounds & Surfaces: Should feature texture and grain (stone, concrete, wood, matte painted surfaces) to avoid feeling too clean or clinical. Imperfections in the material can add richness and depth to the photos.

Exploratory Approach: This shoot will be slightly exploratory, giving us space to experiment with different setups and styles. Over the course of two days, we’ll refine Flow’s updated imagery and establish a consistent look and feel—setting clear parameters that can guide future shoots and campaigns.

Shooting Plan: Our plan is to have four still-life setups and four lifestyle setups in studio as we shoot. The still life setups will focus on pastel-coloured backgrounds, while the lifestyle setups will feature hand model talent with a variety of setups and propping.

Shutter Drag: To add further visual interest, we will also explore shutter drag and motion blur in select images. This can help create a sense of energy and movement.

Stop Motion: We’ve created plenty of stop motion work over the years—check out more examples on our studio page here: 12hour.ca

Thank you for the chance to quote on this project. We’re excited about the opportunity to help refresh Flow’s imagery and can’t wait to collaborate together!