After years of working with photography, I’ve learned that no matter how beautiful an image is, it loses its value if it doesn’t serve the marketing need. I always begin my process by collaborating closely with PR and marketing teams.

Together, we align on objectives, audiences, and channels, then translate that into a thoughtful shot list that balances creative vision with practical application. This approach ensures every image not only looks striking but also works hard across campaigns, launches, and press opportunities.

Inspiration is essential. I never expect my photographers or designers to read my mind, so I always provide them with clear, detailed references. This includes mood, lighting, editing direction, and highly specific shot examples.

By laying this groundwork, my team has a strong visual roadmap that not only communicates my vision but also gives them confidence in where to take the work.

The result is a more collaborative process where everyone is aligned, creative energy flows more freely, and the final product is stronger because we are all working toward the same goal.

Because I tend to ask for extensive coverage, I work closely with my team during pre-production to develop detailed shot lists and prop lists.

This level of preparation ensures that when we step onto set, everyone knows exactly what needs to be captured and what tools we’ll need to make it happen. It gives us the confidence to move through the shoot efficiently, adapt when necessary, and still walk away knowing we’ve covered every angle—without unnecessary stress or drama.

After all the pre-production work, it’s time to get our hands dirty—or covered in cake. I like to be as hands-on as possible during the shoot, staying involved in styling, composition, and creative decisions. At the same time, it’s crucial to me that my photographer leads the shoot. They are the experts in scheduling, lighting setups, and all the technical details, so I make sure to follow closely behind, offering feedback and jumping in only when I see constructive opportunities.

This balance allows me to guide the creative vision while empowering the team to do what they do best, resulting in a more collaborative and effective process.

Even after the shoot wraps, the work isn’t over. At this stage, I review our selects and provide the photographer with a prioritized list of images for editing. Together, we determine the right filters, touch-ups, and overall style to apply consistently across the full set.

Once we have a strong library of polished images, I meet with the design team to brainstorm how to build a visual aesthetic that complements and elevates the photography. This collaborative approach ensures that every piece, from individual images to the overall visual identity, feels cohesive, purposeful, and aligned with the brand vision.