Why I'm Not a Commercial Photographer for Everyone, and That's a Good Thing

If you have a brand, and you’re just looking for someone to show up, press the shutter, and deliver a handful of pretty photos, there are absolutely photographers out there who can do that. And they might even do it well.

And to be honest, that’s how I started too. But over time, I’ve grown out of that container, and not because it doesn’t work (there’s definitely a time and place for it), but because it often leaves incredible, untapped ideas on the table. The kind of ideas that can take a project from good to unforgettable.

As much as I’m a businesswoman, I’m an artist first. I approach every project with intentionality, emotional awareness, and a deep commitment to storytelling. I’m not plug-and-play, and that’s by design.

That’s what makes a great commercial photographer: the ability to go beyond simply taking a picture and instead create imagery that’s strategic, emotionally resonant, and built to connect with your audience.

BLOG OVERVIEW

• Beyond the Plug & Play

• Think in Worlds, Not Images

• Nuances of a Mood Board

• Case Study

• Structured Creativity = Limitless Creativity

• In Conclusion

Beyond the Plug & Play

Let's set the record straight! I can show up and deliver strong imagery on the spot. Years of experience, intuition, and a sharp creative eye make that possible. From years of working behind the scenes on music videos and events, I know how to use the surrounding light and vibe to capture a unique moment on the fly, and have got quite good at it.

But after years of developing my vision and really challenging myself, I realized I can work that way but that doesn't mean that’s where the magic lives, at least not in commercial photography. That adaptability works beautifully for fast-paced environments like events, but when it comes to crafting visuals that represent a brand, sell a product, or tell a strategic story? There's levels!

What I’ve learned is that in plug-and-play scenarios, it’s often not the photography that’s lacking but rather it’s the clarity. Sometimes the brand isn’t totally sure what they want until they see the final images, or the direction feels vague because they’re aiming for “something cool” without anchoring it in something real.

And sure, we can capture cool. But why stop there when there are levels to this?

I’m not the commercial photographer you hire just to have a body there. I’m the creative partner you bring in when you want to work deeper. When you’re ready to translate a mood into a message, a vision into a story, a product into a presence.

When I’m brought into the process early, I’m aligned with the strategy, the story, the intention and that's my sweet spot. That’s when I can really stretch, and you’ll feel the difference in every frame.

I Think in Worlds, Not Just Images

While the checklist has its place, I like to challenge myself a step further. When I walk out of a shoot, I want the entire set to tell a story. I think in mood, texture, memory. I think about what the customer is supposed to feel when they scroll past or click in. I build a world around the product and invite people into it.

That’s why I care so much about casting, color palettes, and even the music on set. The more visceral the creative world, the more it moves people.

And yes, I can shoot something more straight forward, such as a clean e-comm image. But even then, I’m thinking about cohesion. I’m thinking about tone. I’m thinking about how the posing, styling, and lighting align with the voice of the garment. I’m thinking about how to elevate even the most straightforward content into something that still feels like you.

The Nuances in a Mood Board for a Commercial Photographer

I love a good reference image.

I used to resist moodboards. I thought they were overkill and just wanted to create in the moment. But over time, I learned how essential they are for communicating visual ideas, especially when the ideation and the actual photography happen in separate steps, there's more hands involved in the final process, and there’s a real budget behind the project.

In the world of creativity, a lot can get lost in translation. When we say one thing, it might literally mean another thing in someone else's mind. Creativity can be abstract, and mood boards give us a shared language to ensure that everyone from the marketing team to the stylists and photographer is aligned from the beginning.

Here's the nuance though. I’ve had clients send over mood boards with 20 images and no throughline. That’s when I start asking questions: What do you like about this photo? Is it the lighting? The energy? The wardrobe? Sometimes people just like the vibe and that’s totally valid. But that vibe has to be translated into your world, your story, your customer. And how can we translate this into tangible action steps of hiring a model, location, styling, creative direction, and photographer choices?

Another nuance is that I don't love recreating other photographers' work. I believe references should be used as a jumping-off point. The goal isn’t to recreate; it’s to reinterpret to speak to your people. If we're chasing someone's essence that's already been done, we're already a step behind. After we nail down what you actually like about the moodboard, that’s when the real shot list starts.

A Quick Case Study: Morreale

The first time I shot for Morreale, I was just hired to show up. The brief was minimal, the casting was last-minute, and styling was on the fly. I did my best with what I had. And the images were solid, but nothing special.

Fast forward to our second shoot. This time, I was involved in the entire process. I helped with casting. I created the concept. I chose the location. And that project.... It landed on a billboard in Times Square.

Same brand. Same camera. Same photographer. Entirely different results.

Structured Creativity = Limitless Creativity

People sometimes assume that structure stifles creativity. I’d argue the opposite.

When we create a strong foundation, a clear brand story, intentional casting, a cohesive color palette, we don’t limit ourselves. We actually free ourselves. Because once the world is built, that’s when we get to play! That’s when the serendipitous moments on set become magic instead of chaos.

If This Resonates, You’re Probably My People

I know I’m not for everyone. If you’re just trying to throw some ideas together and hope something sticks, there are faster, cheaper ways to get content.

But if you want to create images that feel like music, scent, memory, then you’re in the right place.

LET'S WORK!