Working with the concept ‘It’s What’s On the Inside’, we looked at product categories in relation to the type of people who embody their lifestyle. These were presented in product knolled patterns as five archetypes: The Perfectionist, The Naturalist, The Traveller, The Trendsetter, and The Hostess.
This imagery was used as title pages in the lookbook as well as across press showrooms.
Our approach was twofold; what’s on the inside of the gift-receiver (i.e. their unique qualities as a person) and the inherent uniqueness of products on Etsy.
Products from each market around the world were shipped to our studio in Berlin, and each image was arranged and shot entirely in-situ with nothing reconfigured in post-production.
Printed lookbooks were ultimately created for press in the US, Canada, Australia, Germany, France, and the UK.
Working with Dittmar feels like a tennis match: a good mix between concentration and fun. And in the end, the best idea wins.”
– Ragnar Schmuck, photographer