SS11 Ecommerce Regional Campaign Guideline

8/6/2019 SS11 Ecommerce Regional Campaign Guideline

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SS 2011 Ec mmSt lEg idEJanuary 26, 2011



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THE SPRING SUMMER 2011 c MP IGNf R E-c MMERcE IS SH T T PUM RET IlST RES T REcRE TE THE fEElING fbEING IN UR PH SIc l ST RES wHIlESH PPING NlINE.

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d N’tadd a ake a k gradient overimages hen possi e.

d N’thigh ight one spe i produ t,try and have the photograph apturean entire “ ook”. Here the moodis ost.

d N’trop in to oot ear, instead use the

produ t on y temp ates provided inSe tion 2.

d N’tor e an image into a anner si eith ontrasting proportions. It iead to odd roppings.

d N’tphotograph ompositions thtoo tight and ustered to o

dhave photographs apture anentire “ ook”. Mood photography

is intended to promote the Pumarand rather than high ightspe i produ ts.

dshoot and ompose ne Moodphotography in a hori onta

orientation to minimi e photoshopork (to ake additiona spa e).

duse the produ t on y temp ates

rom Se tion 2 or anners that

are intended to high ight aspe i produ t.

dtry and up the spa e o

ompositions (hori onta

photographing.

dse e t images that i t

om orta y into the dimensions

o your anner.

do’s an don’ s

NEw M D PH T GR PH



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i eas for Shoo n mu p e Foo ear

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tEmPlAtE 1



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NEw PR DUcT PH T GR PH c N bE SH TT REPlIc TE THE M D PH T GR PH ’SIN ST RE l K ND fEEl.

P d ct SEt P (see pg.15 or re eren e)ShoesPosition: Right shoe, outside pro eEnvironment: Resting on at sur a e

ApparePosition: fu rontEnvironment: Hanging on store hanger or o dedand sta ked neat y

to es + Ba s ( e )Position: fu rontEnvironment: Resting on at sur a e

A essor esPosition: fu rontEnvironment: Resting on at sur a eMake sure clothes are steamed and u ed andbag’s flled. We want to give the articles a littledimension.

ligHtiNgThe est so ution or most produ ts is so t,di used ight.

ou ant ight rom a ove and e o . The ighta ove shou d e right enough to adequate yi uminate the su je t. The ight e o shou d

e right enough to make the a kground aneven hite, or ose to it, as e as e iminateshado ing.

I one or the other o the ights is too right iti ash out the o je t.

cAmE A tiPS- Use a tripod, even the s ightest movement

hi e taking the pi ture i ause motionur.

- cameras tend to underexpose imageshen apturing su je ts ith hite or

very ight a kgrounds. The easiest ay toprevent dark, underexposed images is touse exposure ompensation.

- Use a hite a kground to shoot theprodu ts against.

cAmE A HEigHtwe’ve are moving a ay rom the 3/4 and nshooting produ ts square on.

The amera must e on the same eve ithe produ t. Not s ight y overhead or e

ut dire t y eve ith the produ t.

N e w – s t y le –

Ho -to Se p

NEw c T l G PH T GR PH



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N ... I E...HAN EBe sure to use Puma Sto

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Foo earSneakers, f ats, c eats or Sanda s

l UT TEMPl TE 1



P mA SS201* Pants, Shorts and Skirts i e photographed on mode s

Appare (Han n )S eatshirts, T-Shirts or Ja kets

l UT TEMPl TE 1



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Appare (Fo e )T-Shirts or Pants

l UT TEMPl TE 1





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d N’t HAVE AcAmE A?

EXISTING T l G SH TS



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If RESH TING IS N T N PTI N, REfER T THEf ll wING P GES f R INSTRUcTI N N H w TINc RP R TE EXISTING c T l G IM GES INTTHE TEMPl TES.

Pho o raphy Exa p es

EXISTING c T l G SH TS

SSEMbl PR cESS



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StEP 1Preparation

Se e Pro uMake a ean si houette o your produ t.

Se e canvaschoose an appropriate anvas or your produ t

ased on the type o produ t it is.

Exa p e:

ou nee o rea e a e p a e for: an ex s na a o shoe

StEP 2Photoshop work

StEP 3dditiona E ements

1

2

copy an Bu ondd head ine, su opy and utton as re

pg.5-10 o the Sty eguide. The anner’s ddetermine type si e and p a ement.

S oMake a ean si houette o your produ t.

Note: the saturation o your produ t may need to eumped up slightly to mat h the supp ied temp atea kground’s ash.

Sha o1. behind the Produ t

dd a hint o o or to the drop shado so it isn’t a so ida k ( ased on the produ t’s o or and the shado s

a ready in the temp ate).

2. Under the Produ tcertain areas o the produ t, ike the instep o a shoe,

i have a darker shado .

1

2

H NGING PP REl f TwE R (PR fIlE)

f TwE R (3/4)

ou ou d not hoose temp ates designated or...

The appropriate temp ate ou d e...

S ep-by-S ep

SSEMbl PR cESS

l UT TEMPl TE 2



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Foo earSneakers, f ats, c eats or Sanda s

l UT TEMPl TE 2

l UT TEMPl TE 2



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S a A essor esbe ts, Hats or c ut hes

l UT TEMPl TE 2

l UT TEMPl TE 2



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lar e A essor eslarge Tote bags or ba kpa ks

U

l UT TEMPl TE 2



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A essor es m s .Use this temp ate a kground or odd a produ ts that don’t trea isti a y into the temp ates or i they’ve een shot overhead.



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SS11 Ecommerce Regional Campaign Guideline