Lineage Botanica had a clear point of view and a strong visual language built into its products.

The goal: bring that language to life through photography and video.

The work: translate product, lifestyle, and emotion into a living, usable identity across real-world content that connects deeply and drives purchase.

Bringing the product’s visual language to life across video and photography

How do you bring a product’s world to life? By letting it breathe.

Using natural light, real settings, and a restrained, cinematic approach, the work focuses on mood over messaging. Guided by the client’s expertise in texture and material, the imagery centers on quiet, human moments, creating a visual language that feels warm, organic, and real.

A brand you can feel

Directed by award-winning cinematographer Ben Hoffman, the films were built around natural light, timing, and place. Shot in a single, carefully chosen environment, each scene was captured when the light was just right, allowing it to shape skin, product, and space with softness and depth.

The goal was simple: create a world that feels real, tactile, and immersive. One where you can almost feel the textures, smell the botanicals, and experience the ritual firsthand. The result draws people in and invites them to be part of it.

RESULTS

Beauty that moves the brand forward

The work elevated the brand’s visual presence across web and retail, creating a more cohesive and recognizable identity.

The assets were used across social media, advertising, and retail channels, supporting the brand’s expansion into new markets, including Europe.

Most importantly, the work helped translate the product into a world people wanted to be part of, strengthening connection and driving demand.

“I am a seasoned veteran from the design industry, used to having a stellar team of 20-plus experts in their respective fields at my fingertips. Working with Square Productions assures me that being independent again, and working with other creatives is not going to be a stretch in regards to high quality output and professionalism. Ben and his team are a dream, efficient, knows their craft, and respects my point of view. As a woman in a typically male dominant field this is paramount to my creative efforts manifesting.”

Betsy Fields

CEO - Lineage Botanica