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The Clorox Company has come a long way from its humble beginnings in 1913 when bleach was the only product they sold. Today, Clorox’s global portfolio includes cleaning product brands that help kill germs in homes, schools and the toughest of workplaces in over 100 countries worldwide.
San Francisco-based photographer Leah Fasten hopped on board with Clorox when they started a campaign to create a small custom library of images for Clorox’s Professional Products team. They planned to use Leah’s images across their channels in a number of ways for the company’s marketing efforts.
During planning and preproduction, The Clorox in-house agency imagined stories about the consumers who use Clorox Professional Products. Then, Leah brought these characters and their workplaces to life through photography.
The team built each story from the ground up. Clorox scouted locations they knew would be ideal, performed castings for talent and created styling guidelines for each story.
On location, we created the small stories thoughout the day and then I photographed them almost as a journalist would. I used a wide variety of lighting and angles and collaborated with our talent to really enhance their performances.
Leah had an extremely tight three-week deadline from the time she booked the job to the time she wrapped up with production. Working with an incredible producer, Michael Dagdag and his team really helped the whole process run smoothly for her, and collaborating with such a creative crew on-set to watch the stories unfold was Leah’s favorite part of the project.
The Clorox team loved the final images and were thrilled by how much the investment in the new marketing material paid off. Leah would love to work with Clorox again and hopes that professional workspaces and homes everywhere find themselves just a little bit cleaner as a result of the campaign.
See more of Leah at leahfasten.com.
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