Direction visuelle 360° & production de contenu – G.M. Collin

Contexte de la marque

G.M. Collin est une marque professionnelle de soins de la peau qui dispose de sa propre recherche interne, de sa fabrication et d’une distribution internationale. Comprendre les spécifications techniques des produits ainsi que le positionnement de la marque est essentiel dans la manière dont j’aborde chaque décision visuelle. Mon rôle exige une cohérence à travers différents environnements, des laboratoires aux images de campagne, tout en maintenant une identité de marque unifiée.

Depuis plus de six ans, je dirige et produis l’ensemble de la production visuelle pour G.M. Collin, couvrant la photographie de produits, les campagnes, les événements, la fabrication, l’architecture et la vidéo. Cette étude de cas documente la manière dont je conçois, exécute et déploie des visuels à travers tout l’écosystème de la marque.

Architecture

I photograph G.M. Collin’s facilities with a focus on structure and modernity. These images are used across corporate communication, presentations, and brand materials.

Research & Manufacturing

One of the brand’s strengths is its in-house R&D and manufacturing. I document these processes with an editorial approach, focusing on cleanliness and attention to detail. Rather than staged imagery, I prioritize authentic moments that highlight expertise. hands at work, controlled environments, and product creation in real conditions.

Campaign Development

Product imagery is the foundation of the brand’s visual language. I create campaign-ready visuals designed to work across multiple formats: website, social media, print, e-commerce, and in-store displays. Each visual is conceived with adaptability in mind, ensuring the same asset can be used internationally without losing impact.

Creative Direction

Each project begins with visual planning. I define casting direction, material selection, and color relationships to establish a cohesive visual framework before production begins. The moodboard acts as a visual blueprint, projecting the final aesthetic direction and allowing creative decisions to be anticipated and validated early.

Model Direction

When working with models precision is essential. I focus on controlled poses, clean compositions and lighting that enhances both skin texture and product visibility. Every gesture, angle, and expression is intentional.

Set Design

I construct all environments featured in my work. From material selection and color harmony to composition and lighting. This process allows me to create controlled visual worlds, including setups that seamlessly replicate outdoor atmospheres. The result feels natural while keeping the advantages of studio production.

For this production, three different studio environments were built in a single space. All lighting scenarios were pre-tested and calibrated prior to production to ensure smooth transitions between setups. This approach allows multiple narratives to be created within one controlled framework.

E-Commerce

Established a unified standard ensuring color accuracy, lighting consistency, and product rendering for integration across global e-commerce platforms.

Each product was scaled proportionally to reflect realistic size relationships across the range.

Standardized swatch forms establish a clear organization across product categories.

International Publication

The content I produce for G.M. Collin is used across multiple international markets. This includes placements in international magazines such as ELLE across America, Europe and Asia. The imagery adapts to different cultural contexts, languages, and communication platforms.

Product imagery by Olivier Sanche. Magazine covers shown for publication reference.

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