OMS & Procter and Gamble

All Case Studies
Case Study — Global CPG / Personal Care

Procter & Gamble.
Photography for Brands
That Live in Every Home.

P&G is one of the world's largest consumer goods companies - a portfolio of household names that demands visual partners who understand brand equity as well as they understand a lighting setup. OMS has delivered high-impact product and lifestyle photography across P&G categories for campaigns, packaging, and digital channels.

Client Procter & Gamble
Category Global CPG / Personal Care & Home
Services Photography · Retouching · Production · Videography
Location OMS Studo Cincinnati, OH & On Location
Brands Tide · Olay · Febreze · Pampers · Gillette · Always · Herbal Essences · Downy · Vicks · Oral-B · Pepto-Bismol · Crest · Swiffer
01 The Brief

A portfolio of global brands. One creative partner who gets all of them.

Procter & Gamble's brand portfolio spans home care, personal hygiene, baby, beauty, and health - each brand with its own visual identity, target audience, and equity that has to be upheld in every frame. That's a different kind of challenge than a single-brand shoot: it requires a team that can shift tone, styling, and visual language across categories without losing precision or consistency.

OMS has served as a creative production partner across P&G brands — producing studio and lifestyle imagery for Tide, Pampers, Gillette, Olay, Febreze, and others — for campaigns, packaging, retail, and eCommerce use at both national and global scale.

  • 01Studio and lifestyle product photography across personal care, home, and health categories
  • 02Packaging photography for print, retail, and eCommerce
  • 03Campaign-ready lifestyle imagery aligned to each brand's visual identity
  • 04In-house retouching and color grading for global brand consistency
  • 05Production management across multi-brand, multi-category shoot programs
02 Our Approach

Brand fluency across a global portfolio.

Working across P&G's portfolio requires more than technical skill — it requires genuine brand fluency. The visual language for Olay is not the visual language for Tide. OMS's team reads each brand's equity and translates it into imagery that feels specific and intentional, not interchangeable. That capability, paired with a fully in-house production pipeline, is what makes OMS the right partner for a company operating at P&G's scale.

Phase 01 — Pre-Production
Brand-specific creative development
OMS worked with P&G's internal brand teams and agency partners to develop shot lists, mood references, and styling direction tailored to each brand's equity and campaign objectives. Multi-brand programs were coordinated to maximize shoot efficiency across categories.
Phase 02 — Studio Photography
Product heroes built for every channel
OMS produced clean, precise product photography across P&G's portfolio — packaging heroes for print and eCommerce, lifestyle setups for campaign use, and category-specific styling that communicates each brand's promise. Every image was built to perform at packaging scale and digital thumbnail simultaneously.
Phase 03 — Lifestyle Photography
Everyday utility made compelling
Transforming household products into memorable visual moments is a specific creative challenge — the product has to feel useful and aspirational at once. OMS's lifestyle setups for P&G brands focused on authentic, purposeful moments that communicate trust and innovation without over-staging.
Phase 04 — Post-Production
Retouching for global brand consistency
OMS's in-house retouching team handled color grading, background work, and packaging detail refinement across all assets — maintaining brand color accuracy and compliance across P&G's global brand standards. Finals were delivered formatted for each channel's specific requirements.
Olay Super Body jar held in hand — product photography by OMS Photography for Procter & Gamble
03 Full Gallery

Product and lifestyle photography across P&G's brand portfolio — Tide, Olay, Febreze, Pampers, Gillette, and more.

04 The Results

Global standard. Every brand. Every channel.

100s+
P&G brands photographed across categories
4+
Output channels - packaging, retail, eCommerce, campaign
100%
In-house - photography, styling, retouching, delivery
30+
Year ongoing creative partnership
  • Studio and lifestyle image libraries delivered across P&G's personal care, home, baby, beauty, and health brand categories
  • Packaging photography met global brand compliance standards for print, retail, and eCommerce on first-pass delivery
  • Brand-specific creative direction maintained each brand's visual equity across a multi-brand production program
  • In-house retouching and color grading ensured consistency across P&G's global brand standards
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.

Start a Project