In this exclusive interview, photographer Thomas van Schaik shares how a simple paintbrush became the centrepiece of a stunning visual concept. Collaborating with Retatchi Amsterdam and stylist Eddy Frings, Thomas turned an ordinary object into something extraordinary, proving that creativity can be found in the most unexpected places. From early brainstorming to perfecting the final image, the project showcases how creative photography and artful retouching can elevate even the simplest product into a work of art.
What was the brief?
Together with the people from Retatchi Amsterdam we thought it would be great if we could shoot an every day object and turn it into something special. There was no direct brief from the client.
How did the initial pitch/brainstorming phase go?
We gathered the brushes from the client and I started to play with it in the studio. After that we came together and worked out what we could do with it. At that point we asked Eddy Frings to join in see what he thought would be a great direction for this product.
What was the process behind ideating the concept?
As we had a sort of plan for this product we worked on finalizing the idea. Several phone calls back and forth on how to create the paint and what colours to use. There was no client involved in this process as they trusted us to come up with something great.
What was the production process like?
Production was straight forward. Get all the timelines aligned. Source the blocks and get the paint.
What was the biggest challenge during production? How did you overcome it?
Trying to get the paint right. First we tried working with AI but we soon found out it wasn’t working good enough for what we wanted, so in the end we worked with just retouch.
What kit/tools/software were used to create the project?
As the photographer, I used my Fuji GFX camera and Broncolor light source. Furthermore we use Capture One and Adobe Photoshop.
What’s the main message of this project and why does it matter?
The main message would be that you can create something beautiful out if ordinary products.
How long did it take from inception to delivery?
It took a few months, as we did this production besides all our other jobs.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
An ordinary product, such as a paint brush, itself was the creative spark. We looked at it and thought what can we do with this. And slowly it grew on us, and as it was sitting around the studio, looking at it from different angles we came up with an idea to shoot.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
We didn’t, as we gave our selves this job.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Yes, at the testing stage we had different ideas. In the end we decided on this concept with the blocks
Credit list for the work?
Photography: thomas van schaik
Retouch: Retatchi Amsterdam
Styling: Eddy Frings
Concept and Idea: thomas van schaik, Retatchi Amsterdam, Eddy Frings
