Behind the Scenes: A Storybook Wedding

Behind the Scenes:
A Storybook Wedding

You may have noticed that things are looking a little different at BHLDN lately...we’ve swapped our models for some stylish paper dolls, and our photoshoot locations for fanciful, two-dimensional worlds! Like many of you, our day-to-day has gone through some dramatic changes. While we can’t be in the studio or on location, we invite you to stay inspired with some unique, animated wedding journeys. To learn how our latest campaign came to life, we chatted with our creative team and animator Jaime Lamond about our Storybook Wedding.

1. The Inspiration

“When quarantine began, we had to cancel all kinds of photoshoots to keep everyone safe. No models, no photographers...but still the need to inspire and show our gowns. After quite a bit of searching for inspiration, we came up with the idea of paper dolls. A storybook romance approach to a wedding.”

"There’s a touch of childhood daydream to this campaign that I hope comes across. The most fun part of the process was watching our team ‘play’ with the dolls. Trying different outfits and backgrounds, ultimately animating them into stories…it was like watching possibility come alive.”

– Landis, Creative Director

2. The Design

“Each illustration is made up of three parts: over 100 BHLDN products cut out by our retouching team (thank you Mary and Julia!); the paper dolls, which we could pose like real-life dolls; and storybook backdrops made using vintage wallpapers and murals from past photoshoots. From there, this project became a digital collage, using Photoshop instead of glue and scissors.”

– Jess, Design Director

“A few years ago, I worked on our “Into Wonderland” campaign illustrating watercolor scenes that we superimposed onto our studio photography, so our models appeared in fictitious storybook worlds. Like this concept, it was so different from anything we had done until that point. I always have so much fun working on projects that involve an artistic approach!”

– January, Sr. Designer

3. The Stories

“For most campaigns, we see the photos or video before writing—this project turned that process upside-down! We had some broad concepts and inspiration photos for reference, but beyond that we could let our imaginations run wild. Our first look at the animations based on our scripts was like opening a gift!”

- Caroline, Copywriter

3. The Stories

“For most campaigns, we see the photos or video before writing—this project turned that process upside-down! We had some broad concepts and inspiration photos for reference, but beyond that we could let our imaginations run wild. Our first look at the animations based on our scripts was like opening a gift!”

- Caroline, Copywriter

“It was a little nerve-wracking to write for something you can’t see, but also an incredibly fun challenge! I wanted each piece to feel like a mini movie—like a story I could place myself or any of my friends in.”

– Tess, Jr. Copywriter

4. The Animation

“I try to understand how I can help each client tell the story that’s on the tip of their tongue, but they need a little help articulating. Sometimes the animation process is very orderly; the brief is clear, so I’m putting together a system that tells the story effectively and the whole process happens digitally. Other times, the best way to get results is to print and shoot, or re-photograph elements off-screen through glass, Christmas lights, or my secret weapon for optical distortion—an empty plastic iced coffee cup!”

“This job was somewhere in the middle. To build out and enhance the world of dolls and backdrops BHLDN brought me, I shot textural elements, so there were sheets of textured paper and colored paper and bits of tin foil all around. There’s an awful lot of coffee involved as well.”

– Jaime, Animator

From our inspiration...to inspiring you! Take a peek below at our Storybook Wedding videos, plus some quotes from our team about their favorite moments.

“There have been a few projects in my career that will stick with me for years to come—this is one of them.”
– Jess

“Silver Linings is my favorite video from the collection. The sentiment feels just right for the time we’re in.”
– Landis

“I really do delight in the very small details in these animations. It’s a joy to make them go.”
– Jaime

“I was thrilled to get my hands on such a unique project! It was so fun to escape the reality of being in quarantine and dive into this other realm.”
– January

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