A Dialogue with Luxury Brand Expert Daymon Bruck
Typically, we spend a lot of time exploring the photographer’s perspective behind projects but today, we are celebrating creative from the client’s point of view. We recently talked with Chief Creative Officer and Founder of The O Group, Daymon Bruck, who collaborated with still life photographer George Barberis on a GC Watch brand campaign. Daymon is one of the top minds in luxury branding, having produced award-winning material for some of the world's most iconic brand-driven clients. We're thrilled to get his take on branding, the creative process and working with George.
First of all, working with George was fantastic - his technical skills and creative vision resulted in excellent work and we had a blast collaborating. What George does is he takes a basic idea and approach to what we need to capture for a shoot and then takes it many layers above that. The client loved the work and the new imagery George shot made an impressive product even more so with the outstanding quality of his work.
Your agency works with luxury brands like Ferragamo, Hennessey and Piaget. Going into a project, how important is it that the photographer’s body of work reflect the brand?
A photographer’s work can add layers of creativity, expression and polish to a brand, no matter the product. It’s essential to have world-class images that capture a brand’s excellence which is why we only work with the best photographers out there.
How do you decide which photographer will be the best fit for your client?
Each project and client is unique - we tend to work with photographers that have a unique point of view but are flexible and can collaborate well.
As a designer, what experiences led you to luxury branding?
For me, branding comes first … that’s where my passion has been for the past 30 years of my career. As an industry, luxury is extremely interesting because the luxury consumer tends to have heightened awareness for how a brand acts and behaves. For a branding specialist, there tends to be more problems to solve so the projects tend to be more interesting.
How is luxury changing?
This is a HUGE question because luxury as an industry has seen massive changes over the past few decades. The short answer is this: The luxury audience has evolved and the definition for what is considered luxury has evolved with them. (For a more in-depth answer, check out Daymon's article The Top 6 Strategies of New Luxury).
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