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The European sporting goods retailer, Decathlon, teamed up with BETC, Paris, on a campaign that showed how supportive their sales associates can be for their customers, regardless of the sport the customer enjoys. The challenge was to show these sale associates being supportive in impossible ways.
For the first round of this job we provided medium format cameras, capture gear and a technician on location in Cape Town, South Africa. Talent was shot on location, carefully being placed so they could interact with their customers. In post production, we built backgrounds. Some were quite challenging, including creating difficult scenarios such as a snow scene and a night time football image that later was changed into a daytime image. We added the people as necessary to the various scenes. Adjustments were made to the positions of talent, animals, waves and props so they would each line up exactly with each other. Most required being built from many shots, constructing arms, hands, legs and other parts as required. We also added shadows and lighting as necessary.
The resulting images are photo illustrations that appear to be real, but are obviously impossible. The campaign was so successful that an additional shoot took place in Paris, France to add to the campaign library.