The need for custom lifestyle shoots typically stem from partners wanting to address common issues within photography—cost prohibitive photo licensing, inability to find authentic imagery from stock vendors or desire to use photography that’s entirely unique and own-able. By leveraging the Brand Photography team, our partners can overcome all of those barriers and have access to our in-house photographers and producers.

Before jumping into shot lists, locations and casting, we start with a creative brief which dovetails into creative development. As creative director it's important for me to align on the audience and who we’re trying to speak to with photography. Are there framing and technical considerations? What channels will the photography be used in? And of course, what budget are we’re working with to build a production?

My teams' creative development is based on writing character narratives to serve as the bedrock for any lifestyle production we do. I think about who these people are, how and where they live, what they do for a living. I take into account demographic, experiential and cognitive diversities. These details are what inform our shot list, casting, locations, wardrobe, etc. Making those decisions are all based on a consistent character that, when done correctly, creates authentic moments for us to capture photographically.

Photographers: Rick Kidd & Eric Mowinski

Producers: Ashley Hadeed, Anya Mills