Case Study: Jimmy Choo - Urban Hero
The Brief
Jimmy Choo’s Urban Hero fragrance required catalogue imagery that upheld the brand’s luxury identity while introducing a touch of cinematic flair.
Catalogue photography often walks a fine line: it must remain faithful and precise, yet it cannot feel flat or clinical. The challenge was to create imagery that was technically accurate, visually elevated, and true to Jimmy Choo’s urban sophistication.
Case Study: Jimmy Choo - Urban Hero
The Brief
Jimmy Choo’s Urban Hero fragrance required catalogue imagery that upheld the brand’s luxury identity while introducing a touch of cinematic flair.
Catalogue photography often walks a fine line: it must remain faithful and precise, yet it cannot feel flat or clinical. The challenge was to create imagery that was technically accurate, visually elevated, and true to Jimmy Choo’s urban sophistication.
The Challenge
The product itself dictated much of the approach.
The Urban Hero bottle is half reflective chrome, half transparent glass - a notoriously difficult combination.
- Chrome reflects everything in its environment, demanding a carefully controlled studio setup.
- Glass, on the other hand, can easily appear dull or lose its color without the right treatment of light.
This duality meant that the lighting design had to be meticulously balanced, celebrating the reflective surfaces while enriching the translucent blue tones at the base.
The Challenge
The product itself dictated much of the approach.
The Urban Hero bottle is half reflective chrome, half transparent glass - a notoriously difficult combination.
- Chrome reflects everything in its environment, demanding a carefully controlled studio setup.
- Glass, on the other hand, can easily appear dull or lose its color without the right treatment of light.
This duality meant that the lighting design had to be meticulously balanced, celebrating the reflective surfaces while enriching the translucent blue tones at the base.
The Process
1. Creative Direction & Visual Strategy
I began by studying Jimmy Choo’s visual language: bold, masculine, and sleek with a modern edge. The shoot concept had to capture that DNA while remaining catalogue-pure. To add a subtle twist, I introduced reflection and atmosphere as storytelling tools—techniques that align with the fragrance’s name, Urban Hero.
2. Studio Setup
The studio was designed around precision and control: Large diffusion panels softened the chrome’s reflections into clean gradients.
Controlled backlighting enriched the glass base, highlighting the liquid’s blue hue without overpowering the chrome.
Black flags were placed strategically to sculpt contrast and keep the overall tone moody yet polished.
The Process
1. Creative Direction & Visual Strategy
I began by studying Jimmy Choo’s visual language: bold, masculine, and sleek with a modern edge. The shoot concept had to capture that DNA while remaining catalogue-pure. To add a subtle twist, I introduced reflection and atmosphere as storytelling tools—techniques that align with the fragrance’s name, Urban Hero.
2. Studio Setup
The studio was designed around precision and control: Large diffusion panels softened the chrome’s reflections into clean gradients.
Controlled backlighting enriched the glass base, highlighting the liquid’s blue hue without overpowering the chrome.
Black flags were placed strategically to sculpt contrast and keep the overall tone moody yet polished.
3. The Hero Shot
To elevate the catalogue format, I used:
- A mirrored base, creating symmetry and extending the product visually.
- Atmospheric smoke, layered subtly to add depth and mystery without obscuring the bottle.
A technically demanding set, where the challenge was controlling both reflective chrome and transparent glass. The lighting had to be precisely sculpted with diffusion and flags, balancing highlights and gradients so each surface was defined without overpowering the other.
3. The Hero Shot
To elevate the catalogue format, I used:
- A mirrored base, creating symmetry and extending the product visually.
- Atmospheric smoke, layered subtly to add depth and mystery without obscuring the bottle.
A technically demanding set, where the challenge was controlling both reflective chrome and transparent glass. The lighting had to be precisely sculpted with diffusion and flags, balancing highlights and gradients so each surface was defined without overpowering the other.
The Result
The final image achieves a balance of technical clarity and emotional resonance:
- Catalogue-accurate: every detail of the product is sharp, precise, and true to life.
- Elevated: through reflection, light, and atmosphere, the bottle is given a sense of power and allure.
- On-brand: masculine, sleek, and urban, the shot feels distinctly Jimmy Choo.
This project demonstrates how studio discipline and visual storytelling come together. It’s not just about photographing a bottle; it’s about creating an image that feels like an extension of the brand itself.
The Result
The final image achieves a balance of technical clarity and emotional resonance:
- Catalogue-accurate: every detail of the product is sharp, precise, and true to life.
- Elevated: through reflection, light, and atmosphere, the bottle is given a sense of power and allure.
- On-brand: masculine, sleek, and urban, the shot feels distinctly Jimmy Choo.
This project demonstrates how studio discipline and visual storytelling come together. It’s not just about photographing a bottle; it’s about creating an image that feels like an extension of the brand itself.