Huge thanks to the HETIME team for casting models Ettienne Percy, Steven Onoja, Rajuju Brown, Jono Bergmann and many more.
HETIME branding & packaging design by Studio Elastik. HETIME website by Lustre NYC.
HETIME came to us with a pretty specific ask— help make their launch a success through conceptual model and product imagery. We then worked together to build a library of assets featuring their products in a playful and approachable light.
Our content examines the power of alone time within a yellow and turquoise world. In addition to our normal still-life fare, the HETIME team cast a group of really cool dudes with great skin who we photographed in various environments to show the product in use.
New York Mag
To create a body of imagery that was cohesive and in-line with the brand identity, we worked with consistent themes, colors and props.
As a still-life driven studio, our approach to photographing models was, in some senses, to style them like the products. We had matching product and people plinths custom created, which the models could interact with to bring more dimension to an otherwise lightly produced set.
Christopher Carl, HETIME Co-Founder