We see it time and time again...

Beautiful  glossy campaign images on social and homepages that draw you in, then swiftly degenerate into less than inspiring flat-lay or plain white studio images everywhere else throughout the site.

The issue? That great energy which came across in the campaign images is somehow lost.

The question is - why stop the story there?

Before we dive in, let’s get clear on the types of ecommerce photography...

THE ANATOMY OF ECOMMERCE PHOTOGRAPHY

Img Source: Tommy Hilfiger SS24 Collection

TYPE ONE : CAMPAIGN

Larger, higher production ‘hero’ images, featured on the homepage, collection pages, less images overall, but more ‘story led’. The product isn’t the focus here, the brand story is front and centre.

TYPE 2 : LIFESTYLE

Between product and campaign images, these highlight the product in a lifestyle setting - mixing story and product.

Img Source: Tommy Hilfiger Mid Season Sale.

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TYPE 3 : PRODUCT

Pure function - looking to highlight product detail in a clear and easy to read manner. Can be on model or flat lay.

Img Source: Tommy Hilfiger Mid Season Sale.

The good news - it doesn’t have to be that way, with more thought and creativity product images can be as stand out as your campaigns... here’s some inspiration to get your content teams thinking...

INDOOR SHOOTS

Img Source left to right: 1 Quin Lan Studio Photography. Pinterest. 2 Weekend Creative. Pinterest. 3  Joana Senkute Photography. Pinterest. 4 Sky Photography. Pinterest.

Light play 


Shadows, dappled light, reflectors (make it feel like sunshine indoors for added dimension)

Img Source: 1 Rafael Astorga. Adidas Originals Capsule. 2 Glyn Grey. DancePlug.

Get Moving

Walking, running, jumping, extra points for shooting long exposure to get a real sense of motion.

Img Source: 1 Keith Fearnow Photographer. Twitter. 2 Touchedby.saint. Instagram.

What’s the Angle


Shooting up / down, overhead, what highlights the product the best?

Img Source: 1 ACRONYM GmbH. Pinterest. 2 Img Source: Opening Ceremony. Pinterest.

All in the details


Highlight product details particularly where there’s an interesting USP

Img Source: 1 Clipping Path Life Image Editors. Pinterest. 2  Casetify. Instagram.

Be Unexpected


If your brand has a playful side you wish to bring out more, a picture is often worth a thousand words (and probably funnier than trying to tell jokes!).

OUTDOOR SHOOTS

Img Source: 1 Josh Austin Photography. Pinterest. 2 Harper’s Bazaar Ania Brudna.

Be (even more) Unexpected

Don’t be unafraid to go off-piste and throw in an unconventional object into a shoot, it gives the model something to play / riff on as opposed to thin air.

Img Source: 1 Fanny Latour Lambert Photography. 2 Alvaro Gracia Photography

Scene Setting


The simple addition of a large piece of fabric which is selected according to the collection colours can be a helpful prop in creating drama.

Img Source: 1 Amy Harrity Photography. Pinterest. 2 Sar4hcant Creative Director. Instagram.

Scene Setting


The simple addition of a large piece of fabric which is selected according to the collection colours can be a helpful prop in creating drama.