About this block

Behind The Scenes Row closes a lookbook with four outtakes and captions written from the actual day, the dead steamer, the drafted warehouse model, frame 214 of 230, we used nine. The honesty about production is the brand content, polished campaigns gain more from showing their seams than from another polished frame.

Frames are one array of captions, each worth more than the image it sits under.

When to use

Reach for this block at the end of lookbook pages and in the journal post about the season. It humanizes brands whose main photography runs formal, and it is the cheapest content on the shoot day, somebody just has to keep shooting.

A natural flow around it on an Ecommerce Pro page:

Before

• Editorial spreads with the formal frames

After

• Newsletter capture for people charmed enough to subscribe
• Footer

What you can display

One strong use is four outtakes with day of captions. Other rows:

• The casting row. Staff as models, named and ranked by reluctance.
• The location row. Where each frame was shot, with the weather.
• The fails row. The frames the wind ruined, kept with affection.

Tip: frame 214 of 230, we used nine is the caption formula, a number that admits the work behind the polish.