Boston-based photographer Nicole Loeb recently teamed up with Liberty Mutual and the Copper Giants creative agency for a photoshoot. Liberty Mutual Insurance Company is an American diversified global insurer and the world’s sixth-largest property and casualty insurer. The client needed fresh on-brand stills and GIFs for its Spring 2024 social media campaign on Pinterest and Instagram.
I bring a positive attitude and a fun atmosphere to shoots. I ensure the day runs efficiently and maintain clear coordination, especially when working with large teams — we had over 20 people on set for the photoshoot. This project fits my photographic style. It’s all about keeping things whimsical, colorful, and real.
Nicole connected with the client’s team before the shoot to discuss the campaign and logistics of the project.
We had several pre-production video calls to talk about the prop list, the order of scenes, and coordination of it all.
We rented a three-floor home and styled it with additional furniture and props to make it fit the client’s brand.
On shoot day, Nicole was joined on set by her photo/video crew, the client, creative agency, stylists (nails, props), and a digitech.
The energy on set was productive, lively, and fun. I think I connect with people pretty well because I’m generally a curious and happy person.
We also worked with a parts model who showcased the brand’s icons on her nails. She was lovely!
We were working with a healthy budget and managed to accomplish a lot within it. Having previously collaborated with the crew, we achieved extra efficiency, allowing us to wrap up early.
The entire shoot took place at one location, where everyone arrived early and pitched in to help each other, leading to a smooth and seamless process. The client was supportive and approved several of our requests, including additional prop assistants, which helped us maintain cleanliness and style upcoming rooms effectively. We had an “owl’s nest” on the third floor which the clients were able to view on a monitor.
I loved when we were going through the prop box and my assistant suggested that we throw in the Liberty Mutual taxi and had a gif of it driving into frame, and then parking. It’s one of my favorite little moments.
On a final note, Nicole shared her thoughts on what made the shoot such a success,
Proper preplanning and a well-oiled team are invaluable.
See more of Nicole’s work on her website.
Credits
Producers: Rebecca Karamehmedovic, Nicole Hyatt
Creative Agency: Copper Giants
Camera Operator/Video: Karen Lane
Grip/Electric: Marsha Angkasa
Prop stylist: Suzanne Lee
Prop Assistants: Nicole Garrett, Lizzie Gilbert
Digitech: Alex Jones
Nails: Nina Park
Production Assistant: Harrison Wayne
Further Reading
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