Photography
Images planned for where they’ll be used.
Photography planned and directed for the site, product or campaign we’re making with you.
Images planned for the pages, screens and formats a project needs, shot to fit its art direction, usually for a new website, product, campaign or place. Depending on the work, we shoot it ourselves or commission photographers and direct them.
If a shoot is the whole project, we’ll point you to a photographer or production studio.
Photography inside the work
Imagery that belongs to the system
Subject matter, framing and colour treatment are decided alongside type, layout and motion, so images from different shoots and sources look like they belong together.
Shot lists from the build
Directed on the day
A library you keep using
Where AI fits
Generated and extended inside the system
AI models can now generate or extend imagery: filling out a format, adapting a shot to a new size, producing variations for different audiences. We use them inside a defined visual system, with a designer checking the results. The hero images that set the tone still get a person’s full attention.
For how imagery fits the wider system, see Art Direction & Brand Expression. Generative Production Pipelines covers variations at volume.