Greg calls them “branded spaces,” locations like the interior of a Starbucks or a Target or an Apple store that count on feeling familiar to almost everyone who steps inside.  Yet just as much planning and preparation goes into such seemingly routine assignments as that required for shooting a distinctive architectural landmark.

How best to capture a physical space for a brand best known for its online presence.

Such was the case when Amazon asked Greg to document a new Amazon Campus pickup point at the University of Pennsylvania.  The twist here was in figuring out how to best capture a physical space for a brand best known for its online presence.  The images had to feel as if you’d seen them before when, in reality, few people actually ever had.

 

Just another day in the Amazon.

 

In addition to finding the most compelling angles, lighting was crucial to the success of the shoot.  Note the pickups of warm tones, simple lines and inviting textures – all designed to breed familiarity.

Greg was also able to bring actual student staffers into his shots, which meant there was no need for “forced authenticity.”  Everything and everybody here feels real, because they are real.

Working with actual staffers simplified everything.

It's as easy as it looks!

These students came to play. Perfect timing!