How I Turn a Brand Brief Into an Editorial Photography Story
One of the things I enjoy most about commercial photography is finding the story hidden within a brief.
When a product arrives, my first thought isn't simply how to photograph it. Instead, I start thinking about mood, colour, texture and emotion. What does this product remind me of? What feeling should the photographs evoke? How can I create something that feels both visually striking and authentic to the brand?
Recently, I had the opportunity to create a small editorial-inspired series featuring Garnier Olia's Expensive Brunette collection. Rather than approaching the project as a traditional product shoot, I wanted to create images that captured the richness, warmth and shine associated with deep brunette tones.
finding the inspiration
The phrase "Expensive Brunette" immediately brought to mind glossy espresso, rich coffee beans and luxurious chocolate tones. As a photographer, I am often inspired by colours and textures found in everyday life, and this project was no different.
The warm, rich browns of freshly roasted coffee beans became the starting point for the visual concept. I wanted the final images to feel elegant, understated and luxurious while remaining true to the product itself.
building the set
Initial concept sketch exploring composition, colour palette and visual storytelling.
For this shoot, I kept the styling intentionally simple.
The focus was placed on warm brown tones, subtle reflections and carefully controlled lighting to create a sense of depth and richness. Coffee-inspired elements were incorporated to reinforce the colour palette while helping to tell a visual story.
By keeping the set clean and uncluttered, the attention remains on the product while still creating an atmosphere around it.
The Importance of Light
Lighting plays a huge role in how we perceive texture and colour. For this series, I wanted to emphasise the glossy finish and reflective qualities associated with healthy, brunette hair.
Careful positioning of the lights allowed me to create highlights that mirrored the shine and richness that inspired the concept.
Small adjustments in lighting can completely transform an image, turning a simple product photograph into something that feels far more editorial in nature.
Creating Images With Purpose
One of the most rewarding aspects of commercial photography is balancing creativity with communication.
Beautiful photographs are important, but they should also support the story the brand is trying to tell. Every choice, from the colour palette to the props and lighting, should help reinforce the message.
For this project, the goal was to create imagery that felt warm, polished and luxurious while remaining approachable and authentic.
Final Thoughts
Whether I'm photographing a portrait, a fashion story or a commercial campaign, my approach remains the same: start with the story and build the image around it.
The most successful photographs are often the ones that make people feel something before they even realise why.
This series was inspired by rich espresso tones, glossy textures and the beauty of simplicity, proving that even a small product shoot can become an opportunity for creative storytelling.
— Luisa Young
Photographer | Nottingham & UK