GLOW – Movement Direction for Vademecum | Antica
GLOW is a movement direction product campaign for Vademecum | Antica, focused on authenticity, presence, and physical clarity.
The project combines carefully staged set design with natural physical expression, placing movement at the core of the visual language.
Movement direction focused on guiding models toward authentic posing rather than fixed positions. Instead of static gestures, the bodies were shaped to feel grounded and believable within the constructed environment. This approach allowed the product—Vademecum toothpaste—to integrate naturally into the scenes without overpowering the performers.
In addition to individual posing, movement direction played a key role in group compositions. Spatial arrangements, interactions, and shared rhythms were developed to create coherence across images. Attention was given to how bodies relate to one another, to the set design, and to the product within the frame.
Throughout the production, movement direction ensured consistency across different setups and camera perspectives. By aligning physical behavior with visual concept, the campaign achieves a balance between precise staging and natural presence.
GLOW demonstrates how movement direction can elevate product photography by adding depth, authenticity, and narrative clarity—allowing both bodies and objects to communicate with intention.
