Mailchimp & Co
Brand Photography Evolution
The brand photography for Mailchimp & Co (a sub-brand partner program) shifted along with Mailchimp's evolving aesthetic. The concept is a "Beautiful Mess" created during a busy workday, relying heavily on propping as the thread throughout the imagery.
The first shoot in 2020 took place during the beginning of COVID-19 lockdown — a time when productions were scrambling to figure out how to shoot remotely in a way that would protect talent and crew. The result was intimate sets at the photographers' homes, with the photographers themselves standing in as models, which is why there are no visible faces in the work. Because of this, the theme of the imagery also had to speak to the new reality of working from home, in many ways adding more validity to the Beautiful Mess concept.
2020: Beautiful Mess
The first shoot in 2020 took place during the beginning of COVID-19 lockdown — a time when productions were scrambling to figure out how to shoot remotely in a way that would protect talent and crew. The result was intimate sets at the photographers' homes, with the photographers themselves standing in as models, which is why there are no visible faces in the work. Because of this, the theme of the imagery also had to speak to the new reality of working from home, in many ways adding more validity to the Beautiful Mess concept.
2021 Transitional Phase
In 2021, Mailchimp shifted away from the bright, saturated color palette the brand was previously known for, moving toward subtle color and realistic environments while maintaining the Beautiful Mess concept and the work-from-home theme. The models were cast from the photographer's circle of friends, as COVID-19 restrictions were still in effect at the time.
2024 Return to Office
In 2024, Mailchimp & Co needed a new library of photography that spoke to the new reality of returning to office. Because we were no longer under COVID-19 restrictions, we were able to use a full production crew, noticeably adding to the polish of the imagery. As a brand, we also better understood how we were representing Mailchimp's evolving, elevated aesthetic. This newer aesthetic called for minimal, design-forward propping, so we retired the Beautiful Mess theme.
Art Director (Photography)
Client
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