Creative Direction

Client: OTHR  2016

OTHR was a brand that solely exists on an eCommerce platform, so photography and storytelling are both key. In the months leading up to the company's launch in 2016, Clabots spent significant time crafting the art direction strategy for all the product photography. He developed guidelines for the brand and established the color palette, shot angles, compositions, shadow intensity, and depth, as well as propping standards and web layouts. Clabots paid careful attention to planning out and pacing the stories on product pages and developing templates for page layouts. He made sure to tell a comprehensive story for each product while remaining consistent from product to product. Clabots found it important to present a product in a beautiful and consistent way so that it is easy to shop your site without having to relearn the buying process for each product.

Clabots continued to evolve the visual language for OTHR, creating new standards for multi-product group shots and establishing a visual vocabulary for 'in situation' shots for social media. He also art directed each shot and retouched all the in-situ photos on the OTHR site. Together, the images on the OTHR media platforms present a brand of elevated design objects, shot almost like sculptures, while giving context to these objects in a modern home interior.

Photos Courtesy of OTHR