PROJECT BRIEF
GAPKA is a small-batch oil paint company based in Allentown, PA. I reached out as both a fine artist and a designer to see what I could do to improve their marketing. The small size and history of their company drew me in. I am interested in the people behind the brand.
I spoke with the owners, Rita and Pais, about their goals for GAPKA. They were looking for product photography in natural use cases, like in the studio of a practicing artist. They were also looking for video & photo content to use in short-form social media advertisements.
Knowing that these studio shots would be used as dark, ambient backgrounds allowed me to manually adjust my photos before entering the editing studio.
I took the photos with a low aperture and high shutter speed to get images with varying depth and a natural under-exposure that would look more natural than a black or grey overlay. I used natural lighting to emulate the ambience of an artist studio. The images feel organic & unstaged, with large areas for the eye to rest. Text then fills that negative space.
PRODUCT PHOTOGRAPHY
Creating on video
Original artwork and video to promote the use of GAPKA’s watercolors.
GAPKA wasn’t just looking for a marketer. They were looking for an artist.
Writing is a large part of my creative process. Putting pen to paper allows a deeper understanding and connection with the artwork I both create and consume. In these short articles, I write from a personal voice, as an artist, with the purpose of describing the moments in painting that make artists want to paint. I make these articles about a larger concept in my work, such as navigating change and the beauty behind the process of creation.
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