Twice a year, I shoot an SS and FW campaign for Atelier Oost Amsterdam with our regular team. Of course, we create beautiful campaign imagery – but what matters just as much to me is what happens in between. The energy on set. The creative process. The team building something together. That’s where a brand truly comes to life.
During our own campaigns, I’m always present to capture the behind-the-scenes content. Not the polished end result (that’s what our photographer and videographer are for), but the process itself. And I still see too many brands forgetting that part. So here’s exactly how to create strong behind-the-scenes content during your campaign shoot.
During our own campaigns, I’m always present to capture the behind-the-scenes content. Not the polished end result (that’s what our photographer and videographer are for), but the process itself. And I still see too many brands forgetting that part. So here’s exactly how to create strong behind-the-scenes content during your campaign shoot.
Why behind-the-scenes content is essential
Campaign images are often polished, carefully considered and aesthetically perfect. But your audience wants more than perfection. They don’t just want to see who is behind the brand – they want to understand how the final result comes together. They want to experience authenticity and feel the atmosphere, as if they were there in real time.
Behind-the-scenes content makes your brand human. It adds context to your campaign. It helps people connect with your process – and therefore with your product. In fact, BTS content often performs better on social media than the final campaign visuals.
Behind-the-scenes content makes your brand human. It adds context to your campaign. It helps people connect with your process – and therefore with your product. In fact, BTS content often performs better on social media than the final campaign visuals.
My golden tip: assign one person to BTS
This is truly the most important thing. Bring someone whose sole responsibility is capturing behind-the-scenes content. Not as an afterthought. Not “we’ll film something if we have time”. Because you won’t. If the photographer or creative director also has to shoot BTS, it simply won’t be a priority. Their focus is on lighting, styling, timing and output.
During our shoots, I’m that person. I move with the team, but never get in the way. I understand how a set works – when to keep my distance and when to step closer. And trust me: coming home with a phone full of usable content is worth its weight in gold.
This is truly the most important thing. Bring someone whose sole responsibility is capturing behind-the-scenes content. Not as an afterthought. Not “we’ll film something if we have time”. Because you won’t. If the photographer or creative director also has to shoot BTS, it simply won’t be a priority. Their focus is on lighting, styling, timing and output.
During our shoots, I’m that person. I move with the team, but never get in the way. I understand how a set works – when to keep my distance and when to step closer. And trust me: coming home with a phone full of usable content is worth its weight in gold.
What should you capture during a campaign shoot?
Many brands only film a few quick atmosphere clips. But strong BTS content is more intentional than that.The creative process is fascinating to document: stylists building looks, garments being steamed. Moodboards laid out, a set coming together. But also the people behind the beautiful images: a model in make-up, the photographer testing shots, the lighting technician adjusting equipment . I deliberately focus on the “doing” – it’s compelling to watch.
Ever tried perspective shots? Film over the shoulder of a photographer, videographer, make-up artist or stylist. That point of view instantly makes your content more dynamic and immersive.
And don’t think your content needs to look slick – quite the opposite. Behind-the-scenes footage can be slightly shaky, imperfect and raw. That often resonates far more than yet another perfectly edited video. Show the laughter. The stylist doubting a look. The moment the light suddenly falls beautifully and everyone goes quiet.
Those are the moments that stay with people.
Work with a schedule, but leave room for spontaneity
For our own campaigns, we always work with a detailed schedule created by an art director. We know which room we’re shooting in, which looks are planned and how the day is structured. But I don’t over-plan my BTS content. I leave room for in-the-moment inspiration, shifting light and unexpected creative ideas. That spontaneity gives your content energy.
Use your location as an extra character
For our FW25 campaign, we shot in The Loft and The Livingroom– two completely different atmospheres within the same building. For behind-the-scenes content, that’s ideal. You can show the transition between settings or document the build-up of different scenes. Brands often forget that BTS also reveals how a studio is used. What corners are there? How does the team move through the space? These details not only strengthen your campaign but also enhance your professional image. And they create beautiful atmospheric visuals for your social feed.
For our own campaigns, we always work with a detailed schedule created by an art director. We know which room we’re shooting in, which looks are planned and how the day is structured. But I don’t over-plan my BTS content. I leave room for in-the-moment inspiration, shifting light and unexpected creative ideas. That spontaneity gives your content energy.
Use your location as an extra character
For our FW25 campaign, we shot in The Loft and The Livingroom– two completely different atmospheres within the same building. For behind-the-scenes content, that’s ideal. You can show the transition between settings or document the build-up of different scenes. Brands often forget that BTS also reveals how a studio is used. What corners are there? How does the team move through the space? These details not only strengthen your campaign but also enhance your professional image. And they create beautiful atmospheric visuals for your social feed.
What can you do with all that BTS content?
A lot.
Think about:
A day-in-the-life vlog from the shoot Reels showing the set build-up Personal clips or Q&As with team members Sneak peeks of your campaign A countdown to your launch Newsletter content Website storytelling
One shoot day can provide months of content – but only if you capture it intentionally.
The biggest mistake I see brands make? They invest in a beautiful shoot, a strong team, stunning models… and forget to document the process. And that’s such a waste. A campaign shoot isn’t just a production moment; it’s your brand story in motion. My advice: don’t treat behind-the-scenes as an extra. Make it a fixed part of your strategy. Include BTS content in your content calendar.
Think about:
One shoot day can provide months of content – but only if you capture it intentionally.
The biggest mistake I see brands make? They invest in a beautiful shoot, a strong team, stunning models… and forget to document the process. And that’s such a waste. A campaign shoot isn’t just a production moment; it’s your brand story in motion. My advice: don’t treat behind-the-scenes as an extra. Make it a fixed part of your strategy. Include BTS content in your content calendar.
Finally
Behind-the-scenes content isn’t about perfect imagery – it’s about choosing the right perspective. Who gives your audience access to what normally happens behind closed doors? Who shows the making process, the collaboration, the energy on set? When you capture that intentionally, a campaign shoot becomes more than a final result – it becomes an experience. You invite people to watch, to feel, to become part of the story. And that’s exactly where brand value is created – beyond a single image or a single collection.
Behind-the-scenes content isn’t about perfect imagery – it’s about choosing the right perspective. Who gives your audience access to what normally happens behind closed doors? Who shows the making process, the collaboration, the energy on set? When you capture that intentionally, a campaign shoot becomes more than a final result – it becomes an experience. You invite people to watch, to feel, to become part of the story. And that’s exactly where brand value is created – beyond a single image or a single collection.