How to Get the Most Out of Your Commercial Shoot: A Creative Director’s Guide
by Andrew Johnston
Your brand has a message—and strong visual content is one of the fastest ways to communicate it. Whether you're working with a lean internal team or a full creative agency, maximizing a commercial photo shoot means going in with clarity, flexibility, and the right prep.
After working with startups, Fortune 500s, and everything in between, I’ve seen what sets great shoots apart. Here’s how to get the most out of yours.
1. Start With the End in Mind
Before you even think about wardrobe or locations, ask:
What do we need these photos to do?
Are they for:
A website relaunch?
A product launch or campaign?
Social content with a long shelf life?
Internal brand culture assets?
Knowing this informs everything—from shot list to lighting choices. If we understand the end use, we can shoot more efficiently and with purpose.
2. Build a Visual Language, Not Just a Gallery
The best shoots result in a cohesive image library that’s usable across platforms. Think about:
Aspect ratios (wide for banners, vertical for stories)
Consistent color grading
Negative space for copy
Modular compositions that crop well
This is about visual storytelling, not just “getting the shot.”
3. Pre-Production Is Your Secret Weapon
The more planning, the smoother the day. I always recommend:
A detailed shot list (even if we flex during the shoot)
A shared moodboard or visual reference guide
Clear roles (who's making decisions on set?)
Confirmed usage rights—know what you’re licensing and for how long
And yes, a little buffer time in the schedule never hurts.
4. Give Your People Time to Warm Up
Whether we’re photographing your execs, creative team, or customer success folks, it takes a minute to get comfortable in front of the lens.
I like to keep the mood light and collaborative. Great images happen when people feel relaxed, not rushed.
5. Trust the Process (and the Photographer)
You hired a pro for a reason. Let us guide lighting, framing, and pacing so you can focus on the creative direction and broader story.
That said, we love collaboration—if you have a killer angle or a sudden “what if we tried…” moment? Let’s go for it.
6. Capture the Unexpected
Some of the strongest brand images come from off-script moments—laughter between shots, unposed action, real interactions. Don’t be afraid to let some chaos into the frame.
Planned content gives structure. Spontaneity brings soul.
7. Think Beyond the Shoot Day
Once the images are delivered:
Use them across campaigns, email headers, internal docs, PR pitches, LinkedIn posts
Slice & dice: crop for carousels, add motion for reels
Don’t forget to archive them with tags—future-you will thank you
Final Thought
A great commercial shoot should feel like creative momentum, not a box to check. With the right prep and the right creative team, you’ll walk away with assets that move your brand forward and make your message impossible to ignore.
Want to collaborate on something bold?
Let’s talk: studio@andrewjohnstonphoto.com
Andrew Johnston is a commercial photographer based in Los Angeles, yet available everywhere.