Functional Location Photography

Guiding Principles:

The primary purpose of Functional Location Photography is to maximize our location shoots by capturing talent in real-life scenarios, keeping attention on the product style and functional details. The individual products are the focus of Functional photos, pulled directly from Weekly Stories. They represent Seasonal categories or themes and can support Shop the Look.​ They play an important role in helping customers evaluate products in their daily lives, determining the quality and benefits to help them make a purchase decision.

Here are some tips for creating effective imagery:
 

1. Product First

The role of our Functional Location Photography is to showcase individual products in real-life settings. Image setups should clearly demonstrate the product style and functional details to make them easy for people to evaluate. Lighting and angles should ensure that products are best positioned to enhance quality and highlight features.

Branding and logos should be featured and visible where possible, and styling notes should be applied to best represent the product.

2. It's all in the Details

When shooting on location, zoom in to capture details that help showcase the product in the best light. Maybe it’s a close-up of a fabrication, a special feature on pocket, or a hidden compartment. The smallest detail can help illustrate the quality, craftsmanship or functionality of a product or gear.

Branding and logos should be featured and visible where possible.
 

3. Supporting Elements

Every prop that is visible must tie back to how the product is being demonstrated or featured. All props should be provided by Sport Chek or one of its retail banners (i.e. CT or Mark’s). The only exception when propping can be sourced externally, is if Sport Chek does not sell the product (i.e. fresh food or smartphone).

Props should match the setting they are being used, this may require roughing up items to give a ‘lived-in’ or worn look.
 

4. Weather it Out

As Canadians, we spend a lot of time concerned about the weather. It factors into our daily routines and activities. When capturing our photography, use the weather conditions to enhance the visual story. Weather can be considered a prop by helping to easily showcase a specific function or demonstrate a key benefit for a product or gear while in context.
 

5. Shop the Look

When shooting Shop the Look content, the overall style of the outfit/look should be the priority. The main focus is on the details of each piece that make up the outfit, and being sure to hone in on logos and features. Talent does not need to be captured in full action. Ideally, they are in a state of rest or between activities to help capture details best.

Encourage talent to connect with the camera, to be confident, be authentic and have a little swagger. Treat the camera as a trusted friend, one that they can interact and have direct eye contact with.
 

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