HATCLUB / A NY THING Campaign Photo Composites

HATCLUB asked once again to work on another cool photo compositing project. This time is a collection of hats where the color way is inspired by NEW YORK and its culture of streetwear associated with Timberland boots. They had a very clear idea of what they wanted. Since the hats themselves resemble an iconic piece of footwear usually rocked as a fashion statement in the streets; naturally they wanted me to photo composite the hats at iconic places in New York.

Here are a couple of layer breakdowns of my favorite pieces:

As usual, I created low-resolution quick photo composites using the preview images I download from Adobe Stock®; I erase the watermarks with Photoshop and then use some of my own baseball hats to take a quick photo with my iPhone, retouch it and integrate it into each scene so my client has a clear idea of what the final image might look like.

I send a few options per shot since these low-resolution drafts don't take me much time to create. Once my client has selected the ones they want to move forward with I usually take the real product they have shipped to me and take the final product photos in my studio for retouching and photo compositing trying to emulate the lighting conditions of each selected background photo.

Once again I worked with their in-house photographer who usually takes care of the product photography for the website. He is used to work with e-commerce type of product shots so I need to send specific instructions in terms of studio lighting that I need for certain shots. Some of them require different types of light in terms of quality, intensity, direction and color temperature so it looks natural once I work on the integration in Adobe Photoshop® which is my photo manipulation software of choice.

The work turned out great I think. Here are the rest of the images:

I also created versions of the images in different aspect ratios so they could use them both as social media posts and stories and as banners within their website and app on release date.

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