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September 3, 2025
In an age where AI is dominating and our social media is full of lifeless, filtered visuals coupled with cold strategies for vanity metrics, audiences are increasingly drawn to authenticity and storytelling. If you have a heritage or lifestyle product brand, you are uniquely positioned to draw from the rich histories and craftsmanship of your products, building a narrative that can form the vision for a compelling campaign shoot to set you apart from the lifeless brands relying on technology. Campaign shoots play a pivotal role in conveying the essence of your brand, allowing for visuals that connect emotionally with your audience. I've popped together some information to help you craft a compelling campaign shoot that will honour tradition whilst engaging the right audience.
The very first thing to do before anything visual is to delve deep into the brand’s history. What are its core values? How has it developed? What is the inspiration behind the pieces? What stories resonate with its legacy? Heritage brands often have unique narratives that can be woven into the visuals, whether it’s the craftsmanship passed down through generations, a brand formed on passion and education, a process of design or manufacturing. The key here is to know the foundation of your brand, why it was formed and all that goes into the products. This is your brand story and elements of this will work perfectly for the shoot's narrative.
The next step is to create your vision for the shoot and think about all of the details that will bring the story to life. A successful campaign should strike a balance between showcasing the heritage of the brand whilst also appealing to contemporary tastes - so bringing it up to date for modern consumers. Draw heavily on the aesthetic that reflects the brand's history, keeping everything in line with your target customer and what the shoot will be used for. When it comes to building the visual concept, this might include vintage props, traditional settings, or even modern interpretations of classic designs. You could try working with a creative director who understand the brand’s ethos, and ensure you are allowing for a innovative concept that resonates and stands the test of time.
The choice of location is everything to the narrative of the campaign and makes such a difference when it comes to the results. Shooting in historically significant places or settings that reflect the brand's origins can add authenticity and can be enough of a backdrop to be minimal on the props or styling. For instance, a leather goods brand building a narrative in a workshop and then a scenic countryside backdrop that speaks to its craftsmanship, or a woollen wear brand shooting on a farm with sheep and hay bales, depicting exactly where the product started. Alternatively, a more modern setting can juxtapose tradition with modernity, showcasing the versatility of the products in contemporary life. Just always remember that narrative and how it will transition from pen to camera, and how the audience will be able to see that from the visuals created.
It is really important that every image or video should tell a story, even if it is a build up to the larger narrative. Think about how the product fits into the lives of consumers and how they will be able to see this through the visuals shared. This can be achieved through lifestyle shots and videos that depict real-life scenarios where the products are used. Whilst every product brand needs static product shots, a lifestyle campaign shoot will generally use models from all walks of life, that represent the brand and bring the products to life. Ensure you are considering diverse individuals and a professional model is always recommended.
Campaign shoots are a large investment in time, resources and money, so ensure you are planning to produce a variety of content that can be repurposed. Consider video as well as photo, and research those you choose, ensuring their portfolio matches your desired outcome and that they will understand the brief. Create a shot list for both photo and film and plan for longer videos that tell the story as well as shorter clips to work for the current demand on social media. In terms of the photos, consider what you need to meet your end goals and where they will be used. Planning for all of this will allow for a smoother shoot and a greater impact from the results.
We all know the importance of planning and that age old saying "failing to plan is planning to fail", however some of the most impactful and creative visuals happen on a whim and are unplanned. So whilst building a schedule for the day is recommended, embrace spontaneity on the day and have fun with your narrative. As long as you are keeping the end goal in mind, as well as your vision and audience, you cannot go wrong. However, if time isn't on your side consider getting the key shots first.
I do hope that this information has helped you in thinking about your next campaign shoot and the impact it can have.
As heritage product brands navigate the complexities of modern marketing, campaign shoots remain a vital tool for storytelling. By honouring tradition while embracing contemporary aesthetics, brands can create powerful visuals that resonate with consumers on a deeper level. Ultimately, successful campaign shoots will not only highlight the beauty and craftsmanship of heritage products but also forge lasting connections with audiences seeking authenticity in a fast-paced world.
In the end, every campaign shoot should reflect the heart and soul of the brand, inviting consumers to not just purchase a product but to become a part of its ongoing story.
You can see more images from the campaign shoot featured in this article here.
