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.
The Clorox Company has come a long way from its humble beginnings in 1913. Back then, bleach was the only product they sold at that time. Nowadays, Clorox’s global portfolio includes cleaning product brands that help kill germs in homes, schools, and the toughest of workplaces. They operate in over 100 countries worldwide.
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.
Moreover, Leah faced an exceptionally tight three-week deadline from booking the job to wrapping up production. With the invaluable support of an outstanding producer, Michael Dagdag, and his team, the entire process ran seamlessly. Leah’s favorite aspect of the project was collaborating with the creative crew on set, witnessing the stories unfold before her eyes.
The Clorox team also expressed their delight in the final images and were thrilled by the significant return on investment from the new marketing material. Leah eagerly anticipates the opportunity to collaborate with Clorox again in the future. She hopes that the campaign inspires cleaner professional workspaces and homes everywhere.
See more of Leah’s work on her website.
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