Saltmoor

Overview

Saltmoor blends three fragrances from the flowers it sells: lily, calla, and chrysanthemum. For its first campaign, the studio wanted images as quiet as its shop, and a set it could reuse each season without building a new one.

Approach

I kept the set to one idea: a single stem held by stone. A stonemason cut two limestone triangles from offcuts, and the rest came from a marble yard: broken slabs, a block of red granite, and a few pieces of raw white marble.

Each scent got its own ground colour, picked from the flower rather than from a brand palette: blush for the lily, warm sand for the calla, cool grey for the chrysanthemum. The stones stay the same in every frame, so the flower is the only thing that changes. The light comes from one source, low and to the side, to give every cut edge a long shadow. Nothing was retouched beyond dust and colour balance; the shadows and the marks in the stone stay as they fell.

We shot tethered over two studio days, with the florist on set to swap stems as they opened. Between flower shots, I photographed the stones alone, so the campaign has quiet frames to place between product images.

Result

Twelve campaign stills from two studio days, covering three scents, the shop window, and the website. The triangles now stand in Saltmoor’s window as display plinths, so the campaign and the shop look like the same place. The set packs flat and goes back up in an hour for each new season.