Roses Forever: clean, minimal, bold

Acrylic reflections shaped the lighting for Rose Forever’s brand campaign in New York City. The brief called for a clean, minimal, bold look across photographs of preserved roses, packaging and lifestyle interiors. The boxes threw reflections, while soft light flattened the flowers. Jenya used a single dominant light source on each box with a large area of negative fill to control those reflections and retain depth in the petals. The photographs included boxes held in models’ hands, arrangements in a bright loft interior and overhead flat lays with an open jewelry drawer and pearls beside the roses. A black velvet box shaped like a heart sat over champagne satin, while navy and red boxes were stacked on white bedding. JPX Studios delivered the campaign photographs with a consistent look across the product and lifestyle images.

Roses Forever wanted a clean, minimalistic yet bold look to showcase their products. Preserved roses in acrylic boxes photograph badly by default: the acrylic throws reflections, and the flowers flatten out under soft light.