Surreal, Colorful and Collaborative: Dan Saelinger's Collaboration with OLLY Vitamins
Dan Saelinger’s work is known for it’s bright colors, quirky set design and inventive compositions. His distinctive style has garnered him long term clients in which collaboration comes easy and creative visions are realized. He has worked with vitamin brand OLLY for years, and enjoys the diversity of looks and the freedom the creatives give him to showcase their products.
Their new line of “brainy” vitamins called for products on set that were both playful and scientific, all the while staying true to Dan’s style. Using a combination of in camera shots and CGI, Dan and his team crafted settings that use color, form and movement to produce surreal images that highlight the product and its intended benefits. We spoke with Dan about this project, so read on to learn more about his professional relationship with OLLY and how a slinky ended up on set.
You have worked with OLLY on a number of projects, how does the creative process look between you and the client since you have an established history?
When OLLY approaches me with a new project, it all starts with a basic deck idea of what they want to achieve. They provide a general concept and lean on me to bring it all together. My role encompasses everything from directing the shoot to overseeing CGI components. Each project is unique, evolving with new ideas and challenges. Whether we’re working with stills, motion, or integrating CGI elements, the goal is to make the vision come to life seamlessly. The creative team at OLLY is fantastic—they generate great ideas and are always open to collaboration, which allows each shoot to have its own distinctive feel.
What is the process for building out one of these set ups? How do you decide what will be in camera and what will be CGI?
The process of building the scene is highly collaborative and exploratory. Working off the general idea from OLLY, I work with my stylist and creative team to best bring that vision to life. We brainstorm and discuss potential props and setups that fit the theme, like incorporating science elements for a brain health supplement or playful toys for a general wellness product. On set, we bring a variety of props and explore different configurations until we find the perfect setup. This flexibility and willingness to experiment are key to capturing the right look and feel for each campaign.
The stills are always shot in-camera. The creative director prefers a traditional approach to make things as real as possible, capturing the tangible aspects of the product and props directly with the camera. However, for elements that are impractical or impossible to shoot in reality, such as surreal backgrounds or fantastical shapes, we turn to CGI. It’s a balanced approach where we aim to do as much as possible in-camera and only use CGI when it enhances the overall visual effect without compromising the authenticity of the images.
Color seems to be a big part of this imagery, and we know you love to play with color. Can you speak to the color play on these projects?
Color is a crucial aspect of OLLY’s brand identity. The color palette is often directly pulled from the product packaging to maintain consistency. We work closely with OLLY to develop this palette based on the campaign’s mood and message. For example, a campaign promoting a sleep aid might feature calming purples and blues, while a daytime vitamin might use brighter, more energetic colors. The goal is to create a cohesive visual story that aligns with the product’s purpose and the overall brand aesthetic.
What about the props, how do you decide what types of props to use to highlight the product?
The "brainy platform" series was created for OLLY’s new lollipops and chews designed to boost brain energy. The concept led with a sense of surrealism and creativity, aiming to visualize the idea of brain power in a playful and engaging way. We used a mix of real props and CGI to create a dreamlike atmosphere. For instance, we included elements like Slinkys and other toys to add a whimsical touch. The combination of tangible objects and digital enhancements resulted in a series that feels both real and fantastical, perfectly highlighting the benefits of the product.
How do you visualize the final images throughout the process?
I approach each project with a holistic vision, seeing it through from initial concept to final post-production. This involves visualizing the end product during the planning stages and making decisions on set that align with that vision. Given that OLLY’s assets are used in various formats—still images, animations, gifs—it’s essential to anticipate how each element will transition through the production pipeline. I consider how the images will be retouched, how animations will be integrated, and how the final product will appear across different media.
What makes your long-term partnership with OLLY so successful?
The success of our partnership lies in the mutual trust and creative freedom we share. Over the years, OLLY has come to trust my ability to deliver on their vision, no matter how varied the project might be. This trust allows us to push creative boundaries and explore new ideas with each campaign. They give me the autonomy to make critical decisions on set and during post-production, which is rare in this industry. This level of collaboration and trust not only makes the process enjoyable but also ensures we consistently produce visually stunning and effective campaigns.