Recently I teamed up with Swatch to photograph a playful campaign for their POP line of watches. We produced two still images and two GIFs inspired by the watch face that “pops” out and can be used on different bands and accessories. The project was all about celebrating versatility and fun — here’s a behind-the-scenes look at how each concept came together.
“It’s raining polka dots!”
We were inspired by the polka-dotted watch face and decided to extend that motif into a GIF that looks like it’s literally raining dots. To keep the set tidy and focused, we only decorated what would appear in the final frame — removable polka dots on one sleeve of a white dress and on an umbrella. To emphasize the removable watch face, we started with an empty band on my wrist and animated the scene so the watch face drops into place as polka dots cascade around it.
“POP Art Book!”
We made a list of things that “pop” and landed on pop art and pop-up books. The idea was to merge both into a pop ART book where the watch face pops off the band like a three-dimensional element. I designed and glued custom pages into a children’s book, then added pipe cleaners and word bubbles for depth. For the popping watch face, we shot it in-camera and supported it with a discreet straw to make it stand upright.
“Buried in Bubblegum”
Another playful “pop” is bubblegum, so I decided to be buried in gum balls for this shot. We fashioned a trough from a cardboard box and filled it with nearly 1,000 black-and-white gum balls. A pink balloon served as the bubble so I didn’t have to blow bubbles repeatedly while we shot. In post-production we added extra watch faces among the gum balls to reinforce the idea that the face can be used independently of the band.
“When I Pop, You Pop, We Pop”
For this image we returned to a pop art aesthetic and explored other creative ways to use the removable watch face. Several hands enter the frame, and each time someone “pops” an object, the watch reacts. We used bold color blocking against a black-and-white background: a painted soda can, a confetti popper, and even BLUE popcorn. A bright blue wig felt like the perfect, joyful finishing touch.
These shots required patience and precision. I had to remain very still while each frame was reviewed on the computer, so teammates Samantha and Annie occasionally supported my arms between takes to maintain the composition.
Photos by Jeff Mindell | Craft Production by Annie Steward | Creative Direction by Kelly Mindell
That’s a quick look at how we developed the concepts and executed the images for this campaign. We had a lot of fun bringing these playful ideas to life and showcasing how the POP watch face can be mixed, matched, and displayed in unexpected ways.
I partnered with Swatch for this project. All content and opinions are my own; thanks to the sponsors who help keep the Studio DIY party going.