Los Angeles, California-based photographer Liz Kuball has been enjoying an ongoing relationship with Floyd, a furniture company based in Detroit, Michigan. They create well-designed, durable furniture that can be assembled without tools.
Liz came across the furniture manufacturer through Instagram. After becoming familiar with the brand and their natural aesthetic, she reached out to them via the social media platform, expressing her interest in working together. They replied to Liz shortly thereafter and promised to hang onto her information in the event that anything came up.
Sure enough, several months later they reached out with a project proposal, and Liz has been shooting for them ever since.
Photoshoots for Floyd are typically very relaxed endeavors. Once briefed on the location and product to be featured, Liz pages through the shot list and reference images to prepare. She is typically accompanied by a stylist or two for the shoot, but occasionally it’s just Liz and her camera flying solo on set.
I really like this kind of smaller production, but the size of the production doesn’t matter to me as much as my relationship with the client and making sure I’m able to deliver images that they’re happy with.
Liz has handled five projects for Floyd over the past several years. The new product launch of the Floyd Table required Liz to create images in Brooklyn, NY and San Diego, CA as well as Eagle Rock and Silver Lake, two residential LA neighborhoods – all over the course of 8 days. When they launched the Floyd Side Table, Liz marched around Los Angeles with a table in hand, setting it down and shooting it in all sorts of interesting locations across the city.
Liz was also recently assigned to photograph Floyd’s new company headquarters in Detroit, MI.
One of Liz’s favorite parts of working with Floyd is their love of dogs.
They work to include dogs in their photos whenever possible, so I’ve gotten to meet and photograph some sweet souls.
Floyd has been continuously impressed with Liz’s images of their products. Each time Liz is called back for another shoot, she gets to know the team at Floyd better. She attributes the success of her imagery and of their relationship to many things, but one is their similar aesthetic and natural style. She couldn’t have seen this collaboration coming, but is grateful that she reached out and was given the chance to create images for this innovative company.
You never know which single assignment is going to turn into an ongoing relationship, so I give every assignment the same level of attention and commitment.
Though they’re growing into frequent collaborators, Liz’s goal in making photographs for Floyd is still the same one that she brings to every project: delivering photographs that feel true to her style while meeting the client’s needs for the project. As their collaboration grew, so did her contribution to the vision of the project.
I’ve worked to try to branch out a bit from their shot list to include some images that I’ve come up with on my own. Now, they always ask me to shoot whatever I find interesting, too—they’re really open to seeing what catches my eye.”
Floyd has used Liz’s images across social media and on their website to illustrate various products. Future collaborations with Floyd are already underway and Liz promises that there are more great images to come!