Ahead of the launch of a new product and with a new brand ID just landed, Vodafone wanted to enhance their image library with relevant imagery connected to mobile shopping. Base One was tasked with developing a new bank of imagery to complement the new brand ID style and cater for the different needs of European markets, whilst keeping one consistent style.

The images needed to capture a customer feeling relaxed in scenarios such as paying for something to eat or drink, paying for travel and paying a friend back all using their phone instead of cash or card. The focus was on the customer and their experience and less on the transaction – no more close up device shots.

The photography needed to:

• Be distinct against the competition and category
• Complement the brand photography direction
• Not follow the usual generic telecoms images
• Have global appeal and be representative of Vodafone’s global footprint
• Work across channels – ATL, BTL, retail and digital

Base One worked with Vodafone to plan and deliver six separate photo shoots to capture a full range of scenarios, bringing the product to life.

Here are the results…