Iverywhere — Product Shot List

How this plugs in. The live PDPs currently run on vendor mock-ups — this session replaces them with real photography. Frames feed: the PLP "Family Grid" (one style across Women / Men / Mini at matched scale — the consistency spec below exists for this), the PDP galleries, the four bundle tiles, and the marketing pipeline (welcome-email header, Pinterest verticals, creator-seeding kit shot from the marketing plan). Gear and grounds per the studio kit; grading is done in post with the house preset in the art-direction bible — shoot neutral, never bake in a look. This is separate from the founder-interview video session (run-of-show) and from the later on-model/family lifestyle shoot.

Not in the building: the silk scarves and eye masks haven't shipped — every bundle that includes silks gets composed without them, framed loose enough that a silk can be added in a pickup shot later. Don't fake it.

The three rules

Read these twice, then don't think about them again

Protect setups, not shots. Moving the camera costs 10 minutes; one more frame in an existing setup costs 30 seconds. Exhaust every subject at a station before touching the tripod.
The lock-off is sacred. Once Station A is framed, the camera does not move for the entire packshot set — matched scale across Women/Men/Mini is what makes the Family Grid read as a system. Swap products, never re-frame. Mark tripod feet with tape in case of a bump.
ColorChecker + name card open every setup. One frame of the ColorChecker per lighting change (the ivory palette drifts warm without it — the studio kit calls it non-negotiable), and a paper card in frame naming the product before its frames start. Culling 400 frames without cards is an evening you don't have.

The four hours

Run of show

0:00–0:30

Setup. Warm White seamless down (floor sweep for overheads if shooting flat-lay on the roll). Key light as one big soft source, reflector fill. Tripod locked for overhead. ColorChecker frame. Test garment in, exposure checked at 100% zoom on the fold texture — then tape the tripod feet.

0:30–2:00

Station A — the lock-off packshot set (P0). Overhead flat-lays, identical framing, one product swap at a time. This station IS the store. Steam each vest before it enters frame.

2:00–2:45

Station B — dimension & detail (P0/P1). Camera comes off overhead: 3/4-angle drapes, filled/standing product, and the hardware macros.

2:45–3:30

Station C — bundles & marketing stills (P1). Composed group lays for the four sets, the seeding-kit shot, Pinterest verticals.

3:30–4:00

Buffer. Retakes flagged during review, P2 stretch frames, pack out. If earlier stations ran over, this is what absorbs it — never the lock-off.

Consistency spec for Station A (the Family Grid depends on this): camera locked overhead, garment centered, laid vertical (collar at top), filling ~65–70% of frame width — the same 65–70% for the kids vest as the adult vest, so relative scale stays honest when tiles sit side by side. Square-ish crop margin all around (site crops are 4:5 and 1:1). Background: seamless only, no props in the P0 frames. Shoot RAW; neutral white balance off the Checker.

Station A · 0:30–2:00

The lock-off packshot set P0 — this is the store

~8 minutes per layout including styling. Steam first. Front = zipped, smoothed, pockets flat. Back = same discipline. A card in frame before each product's frames.

#	Subject	Frames	Notes	Feeds
A1	Women's vest — Ivory	front · back	Size M on set (median drape). Collar sits open naturally, not pressed dead flat.	PDP hero + PLP grid
A2	Women's vest — Black	front · back	Watch exposure — meter off the Checker, not the garment; black eats a stop.	PDP colorway
A3	Men's vest — Ivory	front · back	Size L on set. Same 65–70% frame fill as A1.	PDP hero + PLP grid
A4	Men's vest — Black	front · back		PDP colorway
A5	Kids vest — Ivory	front · back	Median size on set. Same frame fill % — do not zoom in because it's small. The size gap against A1/A3 is the brand story.	PDP hero + PLP grid
A6	The pairing — adult + kids vest, Ivory, side by side	1–2 styled	Kid's vest nested beside/overlapping the adult's. The single most on-brand product frame of the day — coordinating fits IS the differentiator. Take a second variant with the kids vest tucked into the adult's open front.	Coordinated Vest Set tile · homepage · everything
A7	Hat — hero color, Adult	top-down · side profile	Crown stuffed lightly with tissue so it holds shape.	PDP hero + PLP grid
A8	Hats — all 4 colors fanned	1 styled	Overlapping arc, brims consistent. The colorway selector image.	PDP gallery
A9	Hats — Baby / Kids / Adult stacked or nested	1 styled	The three-sizes family story in one frame.	PDP + bundle tiles
A10	Sunglasses — toddler, front-on	front · 3/4 folded	On seamless; fishing line or museum putty to pitch the frame slightly. Watch lens reflections — flag the softbox off-axis.	PDP hero + PLP grid
A11	Sunglasses — infant + toddler side by side	1	The two-sizes frame.	PDP gallery
A12	Travel mat — folded	top-down · 3/4	Folded square, strap/closure visible if it has one.	PDP hero + PLP grid
A13	Travel mat — partially unrolled corner	1	Shows both faces (PU leather + underside) in one frame. Full 135cm open lay only if the studio's roll is wide enough — otherwise skip, styled-partial reads better anyway (per the studio kit).	PDP gallery

≈ 24–26 frames, ~85 min. If running long at 2:00, A8/A9/A11/A13 are the cuttable ones — never A1–A6.

Station B · 2:00–2:45

Dimension & detail P0 details P1 drapes

Camera off the overhead. Details first (P0 — they sell the price point), drapes second.

#	Subject	Frames	Notes	Feeds
B1	Hardware macros — custom zip pull · heat-transfer logo · snap fastener	3	These are custom-made moulds (Rudholm) — the $220 justification lives in these frames. Rake the light across for relief; tripod close-focus or macro mode.	PDP detail slots
B2	Vest fabric texture — Ivory + Black	2	Olmetex AMEDEO weave close-up, oblique light. Half-frame fold line for depth.	PDP + About/materials
B3	Vest pocket detail — hand-height, zipped	1–2	The travel functionality story.	PDP detail
B4	Vest interior — lining/label	1	Front held open showing inside finish + brand label.	PDP detail
B5	Women's vest — 3/4 drape	1–2	Standing form if the studio has one; else styled on a stool/hanger with the hanger hidden. Soft dimensional alternative to the flat-lay.	PDP gallery #2
B6	Men's vest — 3/4 drape	1–2		PDP gallery #2
B7	Kids vest — 3/4 drape	1–2		PDP gallery #2
B8	Hat + sunglasses worn-scale still	1	Hat resting on the folded mat, sunglasses beside — accessories at relative scale.	PDP + social
B9	Mat texture — PU surface macro	1	Wipeable-surface story.	PDP detail

≈ 14–16 frames, ~40 min. B1 and B2 are non-negotiable; B5–B7 are the first cuts.

Station C · 2:45–3:30

Bundles & marketing stills P1

Back to overhead. Looser, styled compositions — these carry the sets and the email/Pinterest pipeline. Same ground, still no lifestyle props (this room is the clean grid; location shoots carry the world).

#	Subject	Frames	Notes	Feeds
C1	Coordinated Vest Set — adult + kids vest composed	1–2	Can reuse/refine A6's styling with more air around it for tile crops.	Bundle PDP $295
C2	First Trip Bundle — components lay	1–2	Compose per the bundle's real contents (check the store's bundle metafields if unsure); leave a silk-sized gap if a silk belongs.	Bundle PDP $298
C3	Family Travel Set — components lay	1–2	The gift-of-the-season frame per the marketing plan's November play.	Bundle PDP $425
C4	Full Family Launch Kit — everything lay	1–2	The $495 hero: vests + hats + sunglasses + mat composed generously. Shoot wide enough for a homepage rhythm-break crop.	Bundle PDP $495 · homepage
C5	Creator seeding kit — sunglasses + hat kit	1	The ~$32-landed gift kit from the marketing plan, styled as it will actually arrive for creators. Needed by early August for outreach.	Creator outreach · IG
C6	Pinterest verticals — 2–3 tall crops	2–3	Re-style C3/C4 elements in 2:3 vertical framing (Pinterest's native ratio) with negative space top/bottom for text overlay later.	Pinterest (Jan–Mar window)
C7	Welcome-email header still	1	One wide, calm composition — vest + hat + sunglasses with generous ivory space. The email spec's header slot.	Klaviyo welcome flow

≈ 9–13 frames, ~45 min.

Buffer · 3:30–4:00

Stretch, retakes, strike P2

Retakes first: anything flagged during station reviews.
Measurement pass (~20 min if time allows): grid board on the floor, one phone frame per vest size with landmark dots per the measurement kit's appendix — Claude extracts the size-chart numbers from the photos. Floor space and already-steamed garments make the studio convenient for this, but it needs no studio light — if the buffer evaporates, do it on the kitchen floor any evening instead. Never trade lock-off or detail frames for it.
Hands-in-frame details (Trevor/Haley's hands zipping the pocket, adjusting the hat brim — no faces): 2–3 frames of life without a model call. Skin tones stay honest through the house grade.
Bone seamless (#51) variant of the best 2 flat-lays if the second roll is up — tonal depth options for email headers.
Colorway swap frames: hat hero-color singles in the remaining 3 colors, straight repeats of A7.
Strike: cards + Checker frames verified in the file review before tearing down the set.

Logistics

Bring list

Category	Items
Product	Women's vest Ivory + Black (size M) · Men's vest Ivory + Black (size L) · Kids vest (median size) · one hat per color, plus Baby/Kids/Adult in the hero color · infant + toddler sunglasses (2 cleanest pairs — check lenses for scuffs at home) · 1 travel mat (pick the flattest-folded one) · one spare of each garment in case of marks
From the studio kit	Savage #50 Warm White seamless (+ #51 Bone if owned) · ColorChecker Passport · tripod w/ 90° column · softbox/scrim + reflector — confirm with the rental what's house-provided (stands, clamps, steamer?) before packing the car
Styling	Steamer (the single highest-impact item in the bag) · lint roller · tissue paper (hat crowns, sleeve shaping) · fishing line + museum putty (propping sunglasses) · A-clamps · white foam board ×2 · gaffer tape · scissors · index cards + marker (shot ID cards)
Capture	Camera + charged spares + 2 empty cards · laptop for tethered or hourly card review · this list, printed · phone for behind-the-scenes (pre-launch IG content per the marketing plan — the founder-story lane needs exactly this material)
Measurement capture (buffer block only)	Foldable cardboard pattern-cutting board, 40″×72″, printed 1″ grid (sewing aisle / Amazon — Dritz "Superboard," ~$20; folds into the car) · dark ¼″–⅜″ round dot stickers (landmark markers, ~$5) · rigid ruler or yardstick · painter's tape (tape the board corners flat) · tape measure + the printed measurement-kit worksheets (two garments get fully taped as the calibration check) · phone at 1× zoom, shot level from directly overhead. Full protocol: the measurement kit's appendix.

File pipeline after the shoot

Cull same week: one pick per shot-list row minimum, ~40–60 selects total.
Grade with the house Lightroom preset (art-direction §grading: highlights −20 · shadows +14 · darks +8 · contrast −5 · vibrance +6 · saturation −7, after a white-balance pass off the Checker).
Name iv-prod-<product-handle>-<nn>-<view>.jpg (e.g. iv-prod-womens-travel-vest-01-front.jpg) into assets/art-direction/products/.
Hand off: I take it from there — resize/srcset per the image pipeline, swap onto PDPs/PLP/bundles, and the vendor mock-ups leave the store.

What done looks like: Station A complete = every live PDP hero and the whole Family Grid running on real photography. Stations B–C complete = the detail slots, bundle tiles, seeding-kit shot, and the welcome-email header exist before the flow is built. Anything beyond that is a bonus. The lifestyle/on-model layer (families, cities, the world) stays with the later location shoot — don't chase it in a rented white room.

Product Shot List — Sunday, July 13