The time was ripe for Pebble Smartwatch. They had just unleashed some new software, and with that, they wanted to unleash a new look. Looking for the images to support their website re-launch, they reached out to San Francisco photographer Kaare Iverson, who they knew of from his active lifestyle work. They wanted their new style to speak to a more human element of the brand. The technology was in place—now it was time to connect it to real people.
Kaare was brought in from the beginning to help with the concept and plan the shot list. He worked directly with the client’s design department to produce a list of potential stories and scenarios that could help illustrate the Pebble brand. He says that Pebble shared their ideas with him, and he returned with some concepts of his own. The team went through three major conceptual revisions before landing on the natural light, outdoor lifestyle look of the final photos. They decided that Marin and Sonoma counties of the San Francisco Bay area would be the perfect setting for the natural lifestyle look they were going for.
The team shot for two days throughout the counties, covering forest, field, and beach to capture a wide range of settings. Kaare says they were constantly moving to cover new ground.
The whole team was wearing the client’s smartwatches the first day, and by 9 am we noticed that we’d each clocked about 10,000 steps.
Kaare used his knowledge of the Bay Area to move them through a range of areas so that they could really get a diversity of images. On the first day alone, they traveled 200 miles.
By developing a really specific schedule for the shoot we were able to shoot for the client’s core concepts as well as leave just enough time to explore some additional shots around those concepts. I like to leave a little breathing room like this in my projects as it’s always my intent to over-deliver for the client. They thoroughly appreciated this and have since licensed several additional images beyond the original contract and concept.
Kaare says his usual style rides the line between catalogue and lifestyle, a hybrid between an outdoor documentary and a polished campaign, which is what Pebble wanted and what this shoot achieved. Pebble is using Kaare’s images all across their site for their fresh, more personal branding.
Their site has a lively and personal feel that rides a careful line of aspirational and inspirational.
To view more of Kaare’s work, visit kaareiverson.com.