Natural, documentary photography for OTTO campaigns, categories, editorial and employer pages. The style follows OTTO's own photography, including the OTTO press shoot with Leander Endres; the photographic style summary sets out light, distance and settings. One or two real OTTO photos set the light and the setting.
The brief
style: natural documentary lifestyle photography, real moments, no stock-photo poses, shot on a full-frame camera with a 35 to 50 mm lens, shallow depth of field
light: bright soft daylight from windows or overcast outdoor light, neutral to slightly warm white balance around 5200 K; indoors on the OTTO campus a few warm amber accent lights on wood
setting: real homes and styled rooms with white walls and light oak, or the OTTO campus in Hamburg (white atrium with light-wood steps, navy and burgundy walls, wooden slats), or a doorstep for delivery moments
people: diverse young adults, families and employees, relaxed genuine smiles, eye contact or candid; casual clothing in dark and neutral tones (black, navy, olive, beige) unless the motif names colours
distance: eye level; medium shots and product-in-use close-ups (hands, phone, parcel); full figure only for fashion
retouching: light and natural skin, no filters, clean highlights, true colours
never: text, logos, watermarks, brand names on products or clothing, suits, studio seamless backgrounds for people, dramatic dark moods, heavy grading, fake smiles, artificially glossy skin
People in this style are never real, named persons shown in situations that did not happen. Employer material with real employees uses the real photographs.
Pictures in this style
Select a picture to see it at full size.
Building a play kitchen together
Assembling a sideboard at home
Unpacking a new jumper
