Behind the Lens: How We Captured a 5-Day Rebranding Campaign for Singer

In 2023, SVP Worldwide tasked us with an exciting challenge: capture the rebranding of Singer sewing machines in just 5 days. With 59 unique machines, including 7 heritage models, this global project had significant impact. The images would be seen across 25 global regions and merchandised in major stores like Walmart and JoAnn, as well as online platforms including Amazon. The stakes were high, and we knew this shoot required meticulous preparation to meet international specifications and brand standards.

Pre-Production: Setting the Stage for Success

From the start, we knew that delivering high-quality results in just 5 days would require extensive pre-production work. We dedicated nearly a month to planning, coordinating with the client to ensure every detail was covered. Let’s break down how we did it.

Initial Client Briefing

Our first step was an introductory call for the project with SVP Worldwide’s creative team, where they outlined the scope of the project. We have had a long term relationship with SVP Worldwide. The primary target audience? Consumer sewists—enthusiasts from a wide range of demographics. The goal was to create images that were elevated yet relatable, bridging the gap between aspirational and accessible.

We worked closely with the client to develop a comprehensive shot list that included:

• Lifestyle images for select machines.

• Machine-only shots for both web and print use.

• A variety of crops tailored for different platforms (web, print, and social media).

With just 5 days of shooting, efficiency was key. After discussing the budget and timeline, we made the strategic decision to rent a home instead of shooting in a studio. This allowed us to speed up setup time for the art department while delivering a more authentic, lived-in feel for the lifestyle images.

Location Scouting: Creating the Perfect Backdrop

We partnered with Avvay.com, a fantastic platform that connects production teams with furnished homes, to find the perfect location. The home we selected offered multiple setups and enough space for our 23-person crew, including concerns around parking and workspace logistics.

On-Set Logistics and Styling

We built a preproduction day into the shoot we had both the styling and photography teams load in. This allowed for a better production workflow and allowed us to get rolling bright and early on the first day of production. Art Director Ashley Azmuca led the styling team, transforming three main spaces into authentic, lived-in sewing areas. As the shoot progressed, we were able to creatively adapt these setups into eight different environments, giving the client even more variety.

The Production Crew: Collaboration at Its Finest

Having a dedicated, talented team is the backbone of any large-scale shoot, and this one was no exception. Our crew included:

• 2 Photographers

• 1 Associate Producer

• 4 Grips

• 2 Digital Techs

• 1 Art Director and 2 Art Assistants

• 1 Makeup Artist

• 4 Models

• 5 Clients

• 1 Catering Team (YUM Catering)

Kris served as our lead producer, overseeing pre-production and managing logistics throughout the shoot. Kris also acted as one of our photographers. Kris serves as a single point of contact for all of our productions. This allows for fast and efficient communication. It ensures that a single unified message is being delivered to all of the key players involved in the production. Tyler, our associate producer, supported decision-making from start to finish, while Nick assisted with pre-production planning and photographed one of the sets.. Having worked together for years, our team had a seamless workflow, ensuring that the production ran like clockwork.

Lighting and Camera Choices: Keeping It Natural

For this project, we wanted the lighting to feel as natural as possible, motivating it from outside the home. We strategically placed strobes outside windows to create realistic, dynamic shadows, which added depth and authenticity to the images.

We shot on the Fuji GFX 100S, a high-megapixel camera ideal for large-scale projects like this. Its ability to allow post-shoot cropping and large-scale prints made it perfect for Singer’s needs, and its fast autofocus helped us work quickly and efficiently.

Efficiency is Key: Running Two Sets Simultaneously

To maximize productivity, we ran two sets simultaneously—one upstairs and one downstairs. This allowed both photographers to work independently while staying on track with the tight schedule. Each set had its own digital tech, who managed file organization and ensured we were capturing the right crops for each vendor and web platform.

Our digital techs also set up remote monitors so that clients could review images in real time. This immediate feedback helped us address any issues on the fly and stay aligned with the client’s vision.

Why Catering Matters: Building Crew Morale

One question we often get asked is why catering is part of the budget. After 17+ years in the business, we’ve learned that having on-set catering significantly boosts efficiency and morale. When everyone is well-fed and hydrated, they’re happier, more focused, and more productive. It also fosters camaraderie between the crew and clients, creating a positive, collaborative atmosphere.

The Importance of a Full Crew

Having a full crew with specialized roles is essential for large-scale productions like this. Each team member—from grips to art directors—focuses on what they do best, ensuring high-quality results with minimal stress. When everyone’s role is clear, the production runs smoothly, and the final product reflects that professionalism.

Ready for Your Next Production?

If you’re looking for a seamless, full-service production experience that delivers exceptional results, Reactor Media is here to help. Whether you’re an agency creative or an in-house team, reach out to us to bring your vision to life.