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
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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