Djeep Lighters

Sep 22

Lifestyle Product Photography for Consumer Brands

Brand Overview

Djeep, a brand under the BIC umbrella, is known for its distinctive, high-quality lighters. While BIC is widely recognized for its pens and other stationery, Djeep has carved a niche with its durable and stylish lighters for use in a variety of situations.

Project Objective

This re-launch campaign focused on showcasing Djeep lighters in lifestyle settings, aiming to move beyond a purely functional perception of the product and connect with consumers on a personal level by illustrating how Djeep lighters enhance everyday moments and contribute to a positive atmosphere.

Production Challenges

The main challenges for this project centered around representation and setting. Sourcing models with a range of ethnicities and genders was crucial to accurately portray the target audience and create relatable imagery. The need to create a variety of visually distinct lifestyle scenes with few locational resources also presented a challenge in avoiding repetitive imagery and maintaining visual interest.

Creative Process

I sourced models from my social media following to ensure diversity in terms of ethnicity and gender. Then I created various lifestyle settings in my studio through the use of props and styling. A yoga mat and incense sticks established a meditative atmosphere, while replica surfaces simulated different home environments, such as a dining table, coffee table, and bathroom setting. In addition to studio setups, I took some photos in my own home, utilizing dimmer, cozy lighting to make the lighter flame stand out and add variety to the imagery.