Andric was in Florida for a two-day shoot for Innovia Carpets. His wife, lifestyle, kids and portrait photographer Genevieve Caron was with him. It had already been raining, unexpectedly, for three days. Wednesday, a shoot day, had already been cancelled and the crew waited inside the motorhome because outside, the water was up to their ankles. Innovia Art Director, Lisa Andreasan, and the producer were looking at their options.
The product was an indoor stain-resistant carpet from Innovia. The concept involved children playing outdoors and then running indoors tracking mud. Working with the creative team during the bidding process, Andric suggested that the door act as a portal between the clean and dirty spaces. “We needed muddy kids and a clean room inside,” added Innovia Art Director Lisa Andreasan. “Other ideas included a diorama, but the portal gave us a magical moment and this won him the job.”
The producer had an idea. He suggested that Genevieve shoot the lifestyle images on a second set while Andric concentrated on the hero images. With this approach, they could accomplish the entire shot list in one day. All they needed now was the sun.
Lisa looked at Genevieve’s work and realized they had found their answer. “Interestingly, I didn’t know her name, but we pulled up her site and I recognized the images. Her aesthetic is exactly what we go for. Not stiff, but natural and beautiful,” explained Lisa.
The sun came out and with the two sets, Innovia ended up getting more than they had expected with the original plan. “She was so amazing with the lifestyle images and with the children and the final images were exactly what we were hoping for.”
Client: CCA Global Partners
Product: Innovia and Innovia Touch carpet brands available at Carpet One Floor & Home, Flooring America/Flooring Canada, ProSource, The Floor Trader and International Design Guild.
Theresa Fisher/VP of Visual Merchandising
Lisa Andreasan/AD of Visual Merchandising