Highlights:

• Delivered high-quality product photography for the Tea Kettle Collection.
• Introduced AI-generated backgrounds to reduce costs while enhancing creative flexibility.
• Provided art direction, styling, and post-production services that exceeded expectations.

Understanding the Obstacles

MacKenzie-Childs, known for their high-end home decor, was facing challenges with their product photography process. The brand needed a solution that allowed them to showcase their new Tea Kettle Collection with various backgrounds without the need for multiple expensive on-location shoots.

Their existing process of sending campaign RFPs to multiple vendors created inefficiencies and added costs. They sought an innovative approach that maintained their signature aesthetic while optimizing their workflow and budget.

We’ll Take it From Here

Continuum stepped in with a comprehensive solution that combined studio photography and AI-driven content creation. Our Nashville studio received the product shipments and managed the entire process, including art direction, styling, and post-production.

We leveraged AI technology to create multiple background options, allowing MacKenzie-Childs to feature their tea kettles in various settings without the need for location-based shoots. Costs remained under budget, and the brand gained the flexibility to explore new visual concepts using cutting-edge technology.

Creating Success

The result was a dynamic blend of traditional and AI-generated content that allowed Mackenzie-Childs to explore new creative possibilities. The new Tea Kettle Collection images are now featured across their website, e-commerce platform, and social media channels, presenting the product in a variety of beautifully styled environments.

Through the integration of AI technology, Mackenzie-Childs gained the ability to experiment with different visual concepts while keeping costs under control. Although the process required careful collaboration and adjustments along the way, the final imagery provided the flexibility they needed to push creative boundaries and reduce overall production costs.

Continuum Capabilities:

• Creative Production
• AI Content Creation
• Studio Photography
• Art Direction & Styling
• Marketing Execution Services
• Premedia & Post-Production Services