Case Study – Puma SS18

Big brands are, quite rightly, protective of their image and what you produce on a shoot it representative of them and their vision, ethos and identity. It is so ultimately important that, as a photographer, what you produce is in line with this whilst also maintaining your own identity and keeping clarity on your vision.

Here is the interesting thing; when working with a brand and a retailer on the same shoot, they may have slightly conflicting briefs – and somehow you have to produce a finished product which encapsulates both the brands feel and identity and the can be utilised effectively by the retailer.

I will be discussing briefly my recent shoot with the brand Puma, for use by the retailer Sports Direct.

Here are abridged versions of the briefs:


  • Street style –steps/underpass
  • Lighting to be quite natural with a raw feel
  • Play around with angles of the shots –shots from below to showcase the underpass

Screenshot 2018-06-26 21.42.03.pngScreenshot 2018-06-26 21.42.37.png


  • Powerful, streetwise, and strong.
  • Warm color temperature, black areas and shadows should have detail and look a little color-washed.
  • capture natural light / Open shade
  • Keep it interesting. Use perspective and a strong vantage point to keep the product/model the focus of the image.
  • A view to it being like a more urban ‘en pointe’.

Okay, so to summerise, they collectively want an urban edgy feel, in a specific location, with slightly washed out shadows, and i should also mention that the range is called ‘THE PASTEL RANGE’.

In my head at this point, i already know where we’re going with this. Its a pretty good comprehensive brief, which isn’t too split down the middle with the differences between Brand and Retailer.

Here is where the wealth experience comes in to play, because:

  • I have seen two photos of the location, but will not get chance for a recce.
    • I have to use my instincts and experience to guide me with what equipment to take, and plan shots for an 8 hr shoot in the hour it takes to do the hair an make up on location.
  • It is forecast rain and cloud.
    • So it will be grey and dark, colours will be muted (not the end of the world).
    • The location is under cover so thats not too bad.
    • The brief is ‘natural light’ so i need to pick my additional back up lighting with a view to mimicking this in the event i need to supplement the natural light.
  • The main kicker of the location is the green roof.
    • Pretty tricky to do a whole shoot focused around a roof, so we need to get that into play as much as possible, without overplaying the low angle too much.

So, here are a few of the images from the shoot, below:

I will be posting some notes on Post Production in general, but as an overview, the post here was just a general cleanup, and softening on the shadows as requested by the brand, with a pastel overlay to really soften it up and give it the ‘en pointe’ feel.

Case Study - Puma SS18Case Study - Puma SS18Case Study - Puma SS18Case Study - Puma SS18Case Study - Puma SS18

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