Art Direction

General: Static Images

BestSecret's imagery should be entirely of high quality. Regardless of the product or brand shown, all images we produce should be consistent across the website and app.​​

Adapted to the season and article, all images have one thing in common: the product is the focus.​This is described in more detail on the following pages. The subtle differences between the types of image categories (campaign vs. cropped) are also addressed.

Let's keep in mind:

Less snapshots, less random smiling, more strong and professional poses.

Principles

High-quality images possess specific parameters that we adhere to:

  • Coherent blockbuster settings that enhance, rather than distract from, the background.
  • Seasonal shootings that capture the mood and current trends, preferably on-location.
  • Styling that reflects product diversity and follows contemporary trends.
  • Models that embody our brand, allowing customers to connect and showcase our products with charisma.
  • Lighting that achieves a realistic and visually pleasing effect.
  • Equipment that maximizes the potential of our materials.
  • Image selection that effectively conveys our products and adds attitude to each item.

Models Imagery Poses

DO'S

Keywords: modern, determined, inspiring, balancedfashionable, poised

inspiring & fashion-forward

DONT'S

Styling notes: crossing the legs while standing, Resting the arm on the shoulder 
of the female model, childish and random poses, big 
differences in size between the poses

casual & undefined

DO'S

General look: fashionable cool face with
a casual, easy and carefree smile.

natural / cool look

DONT'S

In these pictures we see lots of closed eyes and laughing faces that often seem forced. The lightness is missing. Especially in pictures with several models it is difficult to make a selection where everyone looks good.​With men, it is particularly obvious that a slight smile is rarely present. ​

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Stills Imagery

We implement a clear and at the same time high-qualityimage look. Models, accessories and all other things are shotin front of a light gray background (concave). The rightlighting is important here. We shoot in such a way that ashadow is cast, which shows that our products are not isolatedobjects, but located in space and real. We make sure that thedetails of the clothes and things come out clearly. Thecomposition of the image is clear, as well as the facialexpressions and posture.

DO'S

  • High quality, inspirational, and harmonious mood images
  • Only 1-2 pieces per image
  • Clear shadows alignment
  • Drop shadow

Dont's

  • Busy styling and untidy background.
  • Light undefined, defused shadows.
  • More than 3 items per picture.
  • Brand logos in focus.

General Video

There are some parameters that are helpful in creating a unique and coherent feeling in moving images that also fits the brand.​Music plays a major role in underlining the mood and the clothing shown. Since a lot happens in the foreground due to movement and interaction, the background should remain all the more soothing - keeping the focus where it needs to be – without beeing too simple.​​

The light should be focused as in the shootings. We want to clearly point out the fabrics and details of the fashion and accessories. ​

Intro & Autro

In order to stand out from other fashion content, it is important to focus on the brand from the start:


Intro

Eye-catching and contemporary with animation of the logo opens the visual world of BestSecret.

Outro

OUTRO: To show the viewers the shortest way to the styles they have just seen, the URL of BestSecret should be shown here next to the logo.​

Claim / motto could also a part of the moving image.​

DO's

Highlight products and showcase close-ups of high-quality, fashion-forward items. Our objective is to create a high-quality video that piques the curiosity of our prospective customers and motivates them to purchase from us.

Eye-catching and contemporary with animation of the logo opens the visual world of BestSecret.

Here's a brief overview of scenes and camera angles that enhance the overall appeal of moving images:

  • High quality, inspirational, and harmonious mood images
  • Only 1-2 pieces per image
  • Clear shadows alignment
  • Drop shadow
Tricks are nice to show something different or set a focus on aproduct. This shouldn‘t be funny but cool. Be careful here!
Splitscreen is a good option for showing the fabrics and theclothes at the same time.This should be for cool patterns or special fabrics.
These perspectives are quite cooland seem modern.
The play with the camera is good.It should be cool and with attitude, not smiling.

DONT'S

Here's a quick overview of scenes and expressions that should be avoided.

  • childish posing (holding hand, unclear gestures
  • excessive facial expression
  • Low-quality materials and backgrounds
Too much moving, too smiley, too cliché.Please avoid these kind of gestures …
This seems, unfortunateley, quite cliché.Please avoid these kind of gestures …
Please try to stay focused on the fashion and avoidsmiling directly into the camera.
Please take care of the set styling. It should be high-qualitymaterials and be pre-tested in the moving image.