OMS & Tide

All Case Studies
Case Study — CPG / Home Care

Tide.
Clean, Confident Imagery
for an Iconic Brand.

Tide is more than detergent. It is a symbol of trust, performance, and everyday care. When Procter and Gamble needed product and lifestyle photography to reflect the power and reliability of Tide, they partnered with OMS to get it done right.

Client Tide / Procter & Gamble
Category CPG / Home Care
Services Photography · Retouching · Production
Studio Cincinnati, OH
Output Packaging · eCommerce · Social · In-Store
01 The Brief

One of the world's most recognized brands. Visuals built to match.

Tide has been a household name for generations. That kind of brand equity sets a high bar for every piece of visual content it touches. Product shots need to communicate performance and precision. Lifestyle imagery needs to feel modern and relatable without straying from the brand's core identity of trust and reliability.

OMS was engaged by Procter and Gamble to produce a full suite of CPG photography for Tide, including crisp product heroes, dynamic liquid pour shots, and lifestyle setups built for packaging, eCommerce, social media, and in-store promotional use.

  • 01Detail-rich product photography for packaging and eCommerce
  • 02Dynamic liquid pour and in-use photography for advertising
  • 03Lifestyle imagery for social media and in-store promotions
  • 04In-house retouching for brand color accuracy and compliance
02 Our Approach

Freshness, efficiency, and brand trust in every frame.

CPG photography for a brand like Tide requires precision at every stage. Product surfaces, label detail, and liquid behavior all have to read perfectly across a thumbnail and a full-page print ad. OMS handled the full production pipeline in-house, from shoot concept through final retouching, ensuring every asset was clean, consistent, and campaign-ready on delivery.

Phase 01 — Pre-Production
Shot planning aligned to brand standards
OMS collaborated with the Tide brand team to develop shot lists and styling direction aligned to brand guidelines and channel requirements. Product staging, prop selection, and lighting concepts were mapped out in advance to maximize shoot efficiency and consistency across SKUs.
Phase 02 — Product Photography
Precision shots for packaging and eCommerce
OMS produced clean, detail-rich product heroes across Tide's packaging lineup. Controlled lighting setups managed label reflections and surface texture, ensuring color accuracy and crisp detail across every format from eCommerce thumbnails to full-bleed print.
Phase 03 — Lifestyle Photography
Relatable scenes built for modern households
OMS produced lifestyle imagery placing Tide products in authentic, relatable laundry room and home environments. Each setup was designed to communicate freshness, ease, and brand trust without over-staging, delivering content that performs across social and in-store contexts.
Phase 04 — Post-Production
Retouching to CPG standard
OMS's in-house retouching team handled color grading, background cleanup, and packaging detail refinement across all assets. Finals were cross-referenced against Tide's brand standards and delivered formatted for each channel on first pass.
Tide product photography by OMS Photography
03 Full Gallery

The complete Tide image library, product heroes, lifestyle photography, and in-use campaign imagery.

04 The Results

Campaign-ready. On-brand. Built for every channel.

4+
Channels served from a single production pipeline
100%
In-house production, photography, styling, retouching
1st
Pass delivery, assets campaign-ready across all specs
35+
Year ongoing creative partnership with P&G
  • Complete product and lifestyle image library delivered for packaging, eCommerce, social, and in-store promotional use
  • Color-accurate finals met Tide brand compliance standards across all channel specifications on first-pass delivery
  • Full in-house production pipeline eliminated outside vendor handoffs at every stage
  • Ongoing relationship with Procter and Gamble reflects OMS's ability to support global CPG brands at scale
Work with OMS
Ready to shoot your next CPG campaign?

OMS Photography specializes in full-service product and lifestyle photography for consumer brands from our studios in Cincinnati, OH and Denver/Golden, CO, from pre-production through final retouching.

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