eBay's Massive Community by Guillaume Lechat
With 157 million users, eBay is a massive community with users from all over the world. Sellers post their wares on the site, and eBay connects them with buyers who need exactly what they’re selling. For their latest campaign they teamed up with Guillaume Lechat to represent their community. To do that, Guillaume went through an expansive casting process. “We looked at around 8,000 people in order to find the right people; everyday people who were charismatic, natural and self-confident,” explains Guillaume. “And because we were shooting for a lot of different markets it was important that the cast reflected the everyday people of those different countries.” Once he had his cast, Guillaume worked with each of them on a very personal level to make them as comfortable as possible and get the best possible results.
In addition to seeing an incredible amount of people to create the cast in the campaign, the shoot was also quite lengthy. With a schedule that reached from August to September, Guillaume was given the challenge of creating a huge library of images with a consistent look. “I try to see each new set up as a totally new shoot even if it’s just moving from the kitchen to the dining room of the location,” says Guillaume. “That way I approach it with a fresh mind. Especially because it was around a month of shooting.” Shoots that are this sweeping and lengthy require a totally different set of skills to remain focused from day one all the way through wrap.
Guillaume and eBay did everything they could to keep each set up as authentic as possible, but there was one shot that they just had to fake. But the work that it took to create the set up ended up paying off in spades. “We couldn't shoot at the airport, it was the most challenging to make it look as real as possible,” Guillaume explains. “It was actually a building in an industrial estate. But all the elements of lighting, props, set design, cast and location came together to make the magic happen and it’s definitely one of my favorite images.” When every piece is in place, authenticity is the natural outcome, which is crucial when epitomizing a community like eBay’s.