Natural History Museum Still-life Photography Campaign
It’s not every day that you get an email from the Natural History Museum, asking you to create their Christmas Shop campaign. For us at Lane + Co, it was a defining moment—a chance to collaborate with an iconic institution revered across the world. The Natural History Museum isn’t just a building; it’s a symbol of curiosity, discovery, and shared nostalgia. To have the privilege of combining our expertise in Natural History Museum photography with the festive magic of Christmas was both thrilling and humbling.
The vision for this campaign was clear from the start: it had to evoke the warmth, and wonder that the museum inspires in visitors of all ages. At the same time, it needed to reflect the playful, celebratory energy of the holiday season. We decided to lean into a retro aesthetic, drawing inspiration from 1980s and 1990s Christmas party scenes. By blending creative still-life photography with diverse models, vibrant props, and a fresh execution, we crafted a campaign that felt warm, nostalgic, yet undeniably modern.
A Place of Discovery: The Nostalgia of the Natural History Museum
When we think about the Natural History Museum, it’s impossible not to feel a rush of fond memories. It’s a place that transcends generations, sparking awe and inspiration in everyone who walks through its doors. Many of us remember our first visit vividly: standing in the grand entrance hall, staring up at the colossal dinosaur skeleton that looms overhead, feeling as though we’d stumbled into a world of endless possibilities.
This universal sense of wonder was central to our approach. The Natural History Museum is more than a collection of exhibits; it’s a time machine that transports us to our own childhoods, reminding us of the thrill of discovery. We wanted the photography for their 2024 Christmas Shop campaign to capture that same feeling—nostalgia mixed with excitement, warmth, and joy.
The Winning Concept: Retro Christmas Party Magic
When conceptualising the campaign, we knew we wanted to anchor it in nostalgia. The 1980s and 1990s Christmas aesthetic offered the perfect balance of playfulness and warmth. These decades were defined by bold colours, eclectic decorations, and an infectious sense of fun. By leaning into this retro theme, we were able to create scenes that felt both timeless and dynamic.
↑ Each scene's props were colour coordinated using the Natural History Museum's colour palette
Key Elements of the Concept:
- Vibrant, Multi-Coloured Palettes:
Retro Christmas is synonymous with bold hues and joyful chaos. - Retro Props and Details:
We carefully curated an array of props that transported viewers back to the era. - Diverse Models of All Ages:
Christmas is for everyone, and so is the Natural History Museum. By featuring a mix of children, adults, and grandparents, we emphasised the museum’s universal appeal and celebrated the shared joy of the season. - Natural History Museum Shop Items as Stars:
Every scene was built around products from the museum’s shop. From dinosaur-themed biscuits to the 2024 Natural History Museum knitware, we ensured that the items weren’t just props but focal points that contributed to the storytelling.
Execution: Clean, Fun, Warm, Nostalgic, and Fresh
Our execution of this Natural History Museum photography campaign was driven by a commitment to quality and creativity. The resulting images were a seamless blend of clean composition, warm tones, and a fresh yet nostalgic aesthetic. Each shot was carefully crafted to evoke a sense of joy and curiosity while ensuring the products from the museum’s shop took centre stage.
Clean and Polished
Clean execution was essential. While the scenes were vibrant and full of life, every element was thoughtfully arranged to avoid visual clutter. The focus remained sharp, with each product clearly highlighted within its setting. This level of precision allowed the museum’s shop items to shine amidst the festive chaos.
Fun and Playful
Playfulness was at the heart of this campaign. Whether it was a child marveling at a dinosaur puzzle or a family laughing around a Christmas tree adorned with museum ornaments, the images captured the unbridled joy of the holiday season. Retro props added an element of whimsy, encouraging viewers to lose themselves in the nostalgia.
Nostalgic Yet Fresh
While nostalgia was a key theme, we balanced it with a modern sensibility. The retro elements were carefully curated to feel timeless rather than dated, and the composition remained contemporary. This combination ensured the campaign would resonate with audiences across generations, from millennials reminiscing about their childhoods to younger viewers discovering retro charm for the first time.
↑ The images will be used in store and online.
Behind the Scenes: The Making of the Campaign
Pre-Production
Every great campaign starts with a plan, and this one was no different. We worked closely with the Natural History Museum team to understand their brand, their shop offerings, and their vision for the campaign. From there, we developed detailed mood boards that outlined everything from colour schemes to prop ideas.
Every prop was chosen with care, ensuring it enhanced the festive scenes without overwhelming the shop items.
Post-Production
After the shoot, we refined the images in post-production, enhancing the colours and textures to bring the scenes to life. The goal was to strike a balance between realism and magic, ensuring the images felt vibrant yet authentic.
Looking Ahead
Our collaboration with the Natural History Museum has been a highlight of our journey as creatives. It was a project that pushed us creatively, challenged us technically, and reminded us of why we love what we do. As we look to the future, we’re excited to continue crafting campaigns that combine nostalgia, storytelling, and artistry.
Because at Lane + Co, photography is more than just an image—it’s an experience, a memory, and a celebration.
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