Great brand editorials look effortless, but they run on process. When a client hires a photographer to translate voice into visuals, they’re betting on your ability to design a shoot that’s creative and controlled. The following framework keeps projects on rails while preserving room for surprise — the kind of serendipity that makes images feel alive.
Start with the brief, not the mood board. Ask the brand what this editorial must achieve. Is it recruitment, product education, investor confidence, or lifestyle halo? Clarify the audience, the primary channels (site, socials, press), and the lifespan of the assets. Goals dictate framing, aspect ratios, negative space, and the number of setups. Only then do you build a mood board — and build two: one for light and tone, another for composition and gesture. This separates aesthetics from narrative.
Pitch a simple treatment. I send a two-page PDF: one paragraph of concept, three reference spreads, and a bullet list of deliverables (hero images, supporting frames, detail cutaways, video snippets if needed). This becomes the baseline for a costed estimate. The budget includes crew (assistant, stylist, HMUA), permits, locations, props, overtime, and post-production tiers. Transparent line items build trust.
Pre-production translates ambition into logistics. Create a shot list that reads like a story: opener (wide establishing scene), character (portrait of talent or founder), usage frames (banners with negative space), and details (hands, product in context, textures). Flag must-haves so the AD can prioritize in the moment. Write a call sheet with addresses, parking, contacts, schedule, wardrobe notes, and safety information. Share it early.
Scout intentionally. Visit at shoot time to check sun paths and reflections. Photograph angles with your phone and note exposure and color temp. Identify plug-in points, staging areas, and rain backups. If you’re in public, confirm permits or small-footprint allowances. Risk assessments are not bureaucratic; they’re a way to keep everyone relaxed when the unexpected happens.
Build a light plan that’s flexible. I default to natural light shaped with scrims, negative fill, and small strobes as needed. Pack one large diffusion (6x6), two black flags, a collapsible reflector, and a compact strobe with battery. On brand jobs, consistency matters more than spectacle; light should match across frames even as locations change. Decide on a base white balance and stick to it for the set.
Wardrobe and props do half the directing. Style into the environment: textures that echo location materials, palettes that flatter skin and brand colors, layers for movement. Props should suggest verbs — laptops for collaboration, notebooks for ideation, tools for craft. Avoid branded clutter unless it’s core to the story. Keep a lint roller, clips, and double-sided tape within reach.
On set, assign clear roles. You lead composition and light. The assistant watches exposure, flags flare, and manages batteries. The stylist polishes wardrobe between takes. If there’s an art director, establish hand signals for adjustments to keep chatter minimal while talent focuses. Tether when possible so stakeholders can review without crowding your shoulder. Build momentum by starting with an easy win — a setup that’s guaranteed to look good and get everyone excited.
Keep the tempo humane. Ten-minute bursts of shooting followed by micro-breaks maintain energy. Work from the must-have list downward and check them off out loud to keep the team synced. Leave fifteen percent of time for exploration — the final frames often come from a last-minute light shift or an unplanned corner of the location.
Data and backup are part of your craft. I shoot to dual slots, then clone to two SSDs during lunch. File naming starts with client slug and date, then scene identifiers. Tethered capture uses a session-based catalog to keep folders clean. A quick same-day contact sheet of highlights reassures clients that the story is in hand.
Post-production respects brand color. Build a profile or adopt a consistent grade that preserves skin and product accuracy. I deliver a first-pass gallery of broader selects for feedback, then a refined set with final color and retouching. For retouch notes, a shared sheet with before/after thumbnails avoids ambiguity. Exports are organized by placement (web hero, social crop, press) with correct color spaces (sRGB for web, Adobe RGB or Display P3 for print if requested).
Licensing and usage matter. Spell out where and how long images can be used. If the brand wants exclusivity in a category, price accordingly. Provide a neat PDF of license terms with the final invoice so future teams can reference it. Clean paperwork reduces friction on the next job — and if you’ve steered the editorial with clarity and care, there will be a next job.