I’m often asked to capture the “specialness” of places that some people might consider “ordinary.” This is usually the case with what I call “branded spaces,” locations like the interior of a Starbucks or a Target or an Apple Store that are pretty familiar to almost everyone.
Yet just as much planning goes into such a seemingly “routine” assignment as that required for shooting a one-of-a-kind environment or distinctive architectural landmark. Sometimes more.
Such was the case when Amazon asked me to document an Amazon Campus pickup point recently installed on the campus of the University of Pennsylvania in Philadelphia. This new delivery option is Amazon’s latest effort to get customers what they want faster and more securely than ever. These photos would be used for public relations purposes as well as to help “sell-in” the idea to other locations.
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 did.
In addition to finding the most compelling angles, lighting was crucial to the success of the shoot. Note the pickups of the warm tones, simple lines and inviting textures.
Feels like Amazon, doesn’t it? And that’s the point.