The Full Circle of Creativity: Photography
Another chapter in ‘The Full Circle of Creativity’, and this time we’re stepping into the photography studio. You might think of us as a packaging design agency, but our photography offering extends far beyond pack shots. We create the full spectrum of visual content, including stills and video for above-the-line campaigns, point of sale materials, social media content and editorial imagery. We spoke to Global Director of Photography, Si Thompson, to get a first-hand account of how the department operates and what sets it apart.
Getting involved early
The photography team’s approach varies depending on whether they’re supporting a design-led project or working on a photography-only brief.
When it comes to design-led projects, early participation is everything for the photography team. “We get involved as early as possible in the process to get a sense of what the photography look and feel will be,” Si explains. “It’s all about understanding the creative direction and thinking ahead about how we might help to bring this to life.”
The team takes an end-to-end approach, working alongside design and retouch to deliver the brief. “We sign off on the creative because we’re generally closest to the client on the day of the shoot. It’s on us to make sure that that final asset is what the client is looking for.”
Beyond supporting Equator’s pack design work, the photography studio also operates as a standalone service. Here, the initial client conversation is also crucial for gathering the scope and requirements of each project. “How big is it? What talent is required? Will we need design or strategy support? We try to extract all of this from the initial conversation,” says Si.
Photographers with a designer’s eye
What sets our photography team apart is their design-thinking approach. They don’t just create beautiful images; they create assets that can work across multiple touchpoints, flexing to incorporate different requirements and constraints.
“Take a pack design project,” Si explains. “Sometimes designs flow across the front, back and sides of a pack, so the shot has to flow across all of those faces. As photographers, we need to consider our work from a pack design point of view when we’re on set to ensure that each of those faces works individually and as a whole.”
This technical approach is fundamental to how the team operates. “A lot of we do is worked to an overlay,” Si explains. “Whether images are going on a billboard or on pack, we have to understand where additional elements, like straplines or nutritional labels, will be positioned, and adapt our photography to accommodate them.”
This dual perspective delivers real value for clients, resulting in imagery that works harder across multiple touchpoints.
The power of styling
Creating compelling photography isn’t just about technical skills with a camera, it’s also about building visual worlds that tell a brand’s story. That’s where our food and prop stylists come in, working alongside photographers to create specific moods, evoke a sense of place, and bring brand narratives to life.
Our extensive props department houses a huge range of textiles and tableware, allowing us to pull together the perfect elements to match any brief. While we can shoot on location, we are also able to create entire environments within our studios. So, if a brief calls for a sun-drenched Italian terrace, our stylists can build that world, giving clients the flexibility and control of a studio shoot with the authentic feel of an on-location production.
Beyond food and beverage
While food and beverage photography has traditionally been Equator’s strength, the photography team has been actively expanding into new categories, including home décor, pet food, and health and beauty. “We’ve been working with retailers on their pet food and outdoor furniture lines, as well as with brands operating in the home and garden spaces,” Si explains.
On many of these projects, cross-studio collaboration is often key, with teams in different locations working seamlessly together. “One of our clients is a large retailer in the US and all of our studios were recently involved in a project for their in-store restaurant,” says Si. “We did above-the-line, POS, and video, with some of the work happening in the UK and some in the US. It was a really nice team effort.”
Working with retouch
The relationship between photography and retouch has become increasingly tight as client expectations evolve. “Whereas in the past, a shoot would focus on just one element, clients now tend to want lots of different assets from a single shoot,” Si explains. “This means we have to work more closely with retouch, who are often on set with us to see exactly what we’re shooting and make sure they get what they need.”
Once the photography team has captured everything the client needs, our retouch department steps in to refine, enhance, and perfect every asset. Next month, we’ll explore how they work their magic to ensure imagery looks absolutely flawless in its final form.
In the meantime, if you’re interested in learning more about how our photography studios could bring your brand to life, check out our previous work or get in touch by emailing hello@equator-photography.com.
