Campaign of the Week – Branded Photographic Flat Lays
The photographic flat lay is most definitely a ‘thing’, particularly on my favourite social network: Instagram. There are numerous related hashtags, joining together a huge community of bloggers, magazines and stylists, producing a seemingly endless stream of beautifully crafted photographs, featuring everything from food to fashion.
We know that Instagram has recently become a more commercial place for brands with the gentle introduction of advertising, as I discussed in my blog a few weeks ago: Instagram Introduces Sponsored Posts.
This week, Emma Jane shared with us her Five Top Tips for a Flat Lay, which lead me to think about how many brands have embraced this new photographic trend on Instagram, and are they switched-on to Emma Jane’s tips?
Below is my rogues gallery of branded flat lays, some good, some bad and some just plain ugly.
Whilst this is a beautifully colourful and seasonal image, it fails as a successful flat lay. There is no focal point in the photograph and all of the items are placed too closely together – the key to a good flay lay is in the spacing of the items. This image does not promote the same premium feel as that of the brand itself.
This is an exquisitely art directed piece of food photography. The styling of the background and placement of the accompanying props is all faultless. However the angle at which the photograph was taken is not flat. If this shot had been taken at true birds-eye view then it would be much more impactful.
I like the seasonal styling in this post, but the focal point of the image is completely lost. Zooming in on an image is not a feature on Instagram so the detail on the print is unreadable. However, credit to Topshop for fully optimised the reach of the post by @mentioning the concessioned brand and using relevant hashtags.
This is a well styled shot, that works well to display a selection of pieces from the new collection. However the lighting is terrible, it completely distracts your attention away from the product. This post proves the value in Emma Jane’s tip about lighting and avoiding shadows.
This is the type of quality flat lay you would expect from such a premium brand. Gorgeous looking food, presented on a 3D background with strategically placed props that compliment the key focal point of the image. The relevant hashtags also mean that the post is fully utilised to help gain more followers.
Have you been experimenting and creating your own flat lays? Tweet us @G&I