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🏆🏆🏆 We're thrilled to announce that we won 3 IPM awards in September! Read more about the projects and awards here. 🏆🏆🏆
“Developing a creative vision for a photoshoot starts with understanding the core concept. When the shoot is part of a campaign, I ensure it seamlessly aligns with the overarching idea. For example, during our work on the Mission Wraps campaign, the focus was on making wrapping fun and full of personality, rather than just showcasing recipes. We looked for creative triggers within the campaign to guide the shoot, creating visuals that connected personality, product, and wrapping in a way that instantly resonated with viewers.
For brand photography, the approach can differ. Take a recent project we completed for a banking brand as an example. Each year, our goal is to elevate the photography from the previous shoot while maintaining the brand's distinctive look and feel. This process starts with mood boards and style sheets, which help us push the creative boundaries by about 30%. Typically, clients might embrace around 20% of this push, which keeps things exciting and presents fresh challenges as we move into the shoot itself. This balance between innovation and brand consistency is what keeps the work engaging and impactful.”
“My favourite part of developing a creative vision is diving into the brief and bringing an idea to life. The brief acts as both the spark and the guide, allowing me to visualise the potential from the start. Often, inspiration arises organically, what I call "subconscious inspiration", with ideas forming from a place deep in my brain with no clear references. It could have been an ad I saw years ago or maybe a post I saw yesterday. This organic inspiration just comes from whatever I think about upon hearing the brief. It's about trusting my gut and leaning into creativity that not only matches the brief but brings an element of excitement to the shoot. This approach, while harder to validate against the brief itself, often results in a unique and fresh perspective.
However, this isn’t the only path I take. For balance, I also create more traditional routes that include mood boards, insights, and research. These help wrap the creative vision logically around the brand and ensure that the idea aligns with the client’s objectives. Combining both instinct and structured methods allows the creative process to be both spontaneous and rational. Sometimes I’ll mix everything all together to come up with an exciting idea for the piece.”
For more about how ideas come together, check out Anil's blog on this very topic here.
“Pre-production is where the blueprint of a successful photoshoot is drawn. Each shoot is unique, but the overarching process begins once the client buys into the creative idea and art direction. From there, we break down the concept into every individual shot required, ensuring we have a comprehensive plan. This stage involves creating detailed illustrations or storyboards for each shot, which capture essential elements such as colour schemes, framing details (e.g., if it includes a hand or jewellery) and background settings.
These detailed visuals guide decisions on costumes, props, and lighting requirements. It’s essential to outline these elements early on to maintain a smooth workflow. Lighting notes are particularly crucial to setting the intended mood and ensuring consistent results throughout the shoot. This stage serves as the bridge between creative direction and practical execution, covering everything from booking actors and locations to finalising costumes and props.
The shoot’s location, whether in a studio, on location, or involving CGI, significantly impacts pre-production planning. Throughout this phase, seamless communication between the creative and production teams is key. Regular collaboration helps address any gaps and ensures everyone is on the same page as the shoot day approaches.”
“Before stepping into shoot day, there are three key elements I focus on as an Art Director to ensure success: emotion, lighting and composition.
Emotion is paramount. It’s essential to consider how we will convey the right feeling and atmosphere through each shot. Whether the goal is to capture warmth, excitement, or drama, the emotional tone must resonate with the audience and align with the campaign's vision.
Lighting is another aspect of a successful shoot. The way a scene is lit can completely transform its mood and depth. I carefully plan the lighting setup to enhance the subject and create the desired ambience. Adjustments to the intensity, angle, and quality of light can make all the difference in translating the creative vision into reality.
Composition ties everything together. It involves framing and arranging elements within the shot to guide the viewer’s eye and create balance. The composition must be purposeful and reinforce the emotion and story being told.
If these three elements are achieved, it’s a sign that we’re on track for a successful shoot and I’ve done my job right!”
“Challenges are an inevitable part of any photo shoot, but they also provide opportunities for creativity and quick problem-solving. One of the most common hurdles is when a shot doesn’t resonate or have the impact we envisioned during the planning phase. This is where adaptability becomes essential.
When faced with such situations, it’s important to think on your feet and collaborate with the team to rework the concept in real-time. For example, if the goal is to capture a dark, moody, and sultry atmosphere but it’s not coming through as planned, we may need to experiment with adjusting the lighting, modifying the model's expression or altering the composition. These small tweaks can make a significant difference, pushing the shot closer to what we initially envisioned.
This dynamic aspect of photoshoots is one of the most enjoyable and unexpected parts of the process. Being flexible, trying different approaches and finding solutions on set not only keeps the energy high but also leads to innovative results that enhance the final output. It’s a reminder that a successful shoot is as much about preparation as it is about adaptability and creative thinking in the moment.”
“Ensuring that the mood and emotion intended for a photoshoot come through in the final images goes beyond the visual elements. It’s about setting the right tone on set. While location and set design are crucial for creating the intended atmosphere, there are key factors that elevate a shoot.
Energy is key. As an art director, I make it a priority to bring a lively, can-do attitude to the set. Being the ‘bouncy’ presence with positivity helps energise the crew and models, inspiring them to push through any challenges and stay enthusiastic. This is especially vital during long shoots, after hours on set, fatigue can set in, but maintaining high energy keeps everyone motivated and focused.
Music and conversation play an equally important role. Background music and playful banter create a relaxed yet inspiring atmosphere, fostering a sense of teamwork and shared excitement. This approach helps everyone remain engaged, even during those extra-long sessions. When the entire team feels good, it shows in the results. The positive energy, supportive environment, and collective focus all contribute to ensuring that the final images capture the intended mood and emotional depth.”
“Staying current with trends in photography and visual storytelling is important, especially in an industry where almost every style has been explored before. The challenge lies in recognising when certain visual trends are cycling back into popularity and how brands can adapt them creatively. I make it a point to immerse myself in a mix of design inspiration sources, from online to walking through everyday settings like supermarkets, observing how photography has evolved on packaging or in advertisements. These real-world touchpoints reveal how visual language shifts over time and what might resonate with audiences next.
Platforms like YouTube are also valuable for understanding how emerging trends filter into brand strategies. Spotting styles gaining traction online can be particularly insightful; while this style might not align with mainstream aesthetics today, those styles could define the visual landscape six months down the line which on some campaigns is when they’re set to go live anyway. The ability to foresee these shifts ensures that I can keep creative projects fresh and aligned with the ever-changing market, helping brands stay relevant and ahead of the curve.”
“One of my favourite projects has to be the "Wrap It Your Way" campaign for Mission Wraps. This photoshoot stands out because the client took a bold and unconventional approach, centring the concept around personality rather than just the product itself. It was refreshing and creatively liberating to shift the focus from traditional food photography to a more dynamic exploration of character and identity.
This freedom allowed us to infuse each shot with unique personas, bringing the idea to life in a way that felt authentic and engaging. By highlighting the diverse ways people could connect with the product, the shoot became a celebration of individuality and creativity. It was an inspiring experience that demonstrated how stepping away from the conventional can make a campaign not only more memorable but also more relatable.”
Photoshoots aren’t just about pressing a button, they’re about crafting moments that truly resonate. Anil’s insights show that it takes a mix of detailed prep, a spark of creativity and a touch of spontaneity to create imagery and videos that stand out. From campaigns that ‘wrap’ you in personality to last-minute lighting adjustments, it’s about making each shot count. Staying ahead of trends and infusing energy into every set is how the magic happens, proof that preparation is key but it's passion and quick thinking that truly makes the shoot a success.
Take a peek behind the lens with Anil, our Creative Director, as he tells us about the magic behind photoshoots. From Sparking inspiration to navigating last-minute twists, he covers the highs and hurdles of bringing a campaign to life through photography and video. Read on to discover more!
With over 1 billion active users worldwide, TikTok offers a huge opportunity for brands to engage creatively with their audiences. The app, with its highly engaging short-form video format, is especially effective at humanising your brand and reaching younger demographics in a fun and authentic way. However, creating content that resonates on TikTok can be challenging, particularly if you’re unsure where to begin.
As the festive season begins, there is one tradition we all look forward to each year - the Christmas ads. From childhood favourites to more recent classics, these festive ads capture the magic of the holidays and hold a special place in our hearts.
