Case Study — Personal Care · Product Launch
Rael
A one-day, two-unit production for the launch of Rael's reusable period underwear: made to wear like any other pair, shot like any other day.
Los Angeles · Director of Photography · With Lior Pictures · 2023
1 day
Full launch production, stills and video
1 house
Every scene, one location
2
Units in parallel, lifestyle and eCommerce
3
Content streams: lifestyle, product, testimonial
01 — The Brief
Ease and normalcy, nothing clinical.
Rael is a period care brand with national retail reach, launching reusable period underwear: built to wear like normal underwear, with the protection built in. The content had to carry that idea, ease and normalcy, nothing clinical, nothing precious. Casting was deliberately diverse and unretouched in spirit, real bodies living ordinary moments, because for this product, "aspirational" would have been the wrong note entirely.
Lior Pictures produced, with Remote CNTRL as Director of Photography, one production in a partnership that runs back years. The plan: one day, one house, multiple models, and every content stream the launch needed.
02 — The Production
The sun never showed. The shoot didn't care.
Two units ran in parallel. RC led the lifestyle unit, models moving through the house in scenes built around ordinary comfort: cereal at the counter, magazines on the rug, the fridge raid. The second unit ran dedicated eCommerce coverage under a product specialist, the right pairing of craft to task, while models cycled between setups. Stills and video from both.
The day had one plan-breaker: the sunlight never showed. A steady drizzle settled in, the exteriors came off the board, and the shoot leaned all the way into cozy interiors. For a product built on comfort, it was an upgrade in disguise. Overcast light through the windows, warm lamps inside, and a launch that looked like ease instead of a set.
The Rael team worked the same set for a third stream: talent testimonials for social, captured between setups with the cast already in the world of the product.
03 — The Launch in Frame
Shot Native, Not Cropped
Every format was composed with placement and cropping in mind, not adapted after. Specific shots were framed in camera at 9:16 with intention, the square cut built for the brand's site and feed. One day of production, no placement left unnoticed.
04 — The Delivery
Three streams from a single day.
Stills and video across formats, delivered for the brand's social channels and site. Three content streams from a single production day: lifestyle campaign, eCommerce product coverage, and talent testimonials, every model represented across both setups.
That is the production discipline Remote CNTRL brings: staff the units honestly, keep shooting when the plan changes, and know when the change is an improvement. It's also why production partners keep calling.
