When you ask Edith Scharloo, freelance creative, asked about her passion, she beams. She is 33, lives in Amsterdam and combines writing, photography and art direction in her work. “What I love most is the freedom to creatively experiment and craft new narratives. For me, it’s always about creating a whole: a compelling visual story where every detail aligns,” Edith shares. Recently, she directed several extraordinary campaign shoots for Atelier Oost Amsterdam. In this interview, she walks us through her process and offers valuable tips for anyone planning to organise their own photoshoot.
The beginning: a clear concept and moodboard
Edith’s journey as an art director always starts with a strong concept. For Atelier Oost Amsterdam, she worked on two shoots: The Loft and The Playground. While The Loft was centred around tranquillity and refinement, The Playground focused on playfulness and abstraction. “With The Loft, for instance, I wanted to merge dynamism and elegance. The interior objects are an integral part of the imagery, and the model needed to interact with them in a unique way.”
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Edith began with a moodboard. She collected images that clearly conveyed the shoot’s direction: dynamic poses, minimalist settings, and refined yet expressive styling. “I don’t necessarily look at trends, but I do draw inspiration from various disciplines, like dance, film, and art. The moodboard not only helps me but also aligns the team to bring that vision to life.”
The right people in the right place
For a successful shoot, assembling a strong team is essential. Edith collaborated with photographer Alina Krasieva and videographer Emmely Brand, a duo familiar with Atelier Oost Amsterdam’s vision. “They are the go-to team for the in-house campaigns and understand precisely how to translate the brand’s aesthetic.”
Edith chose a model for one of the shoots specifically because of her dance background. “I wanted a model who not only looks stunning on camera but can also tell a story through her poses. Dancers often have an entirely different sense of body awareness, which perfectly matched the dynamism I sought.”
Edith’s styling is always refined and tailored to her moodboard. “For Atelier Oost Amsterdam’s shoots, I ensured the clothing was elegant, with clean lines and minimalist details. This kept the focus on the interaction between the model and the objects.”
The right people in the right place
For a successful shoot, assembling a strong team is essential. Edith collaborated with photographer Alina Krasieva and videographer Emmely Brand, a duo familiar with Atelier Oost Amsterdam’s vision. “They are the go-to team for the in-house campaigns and understand precisely how to translate the brand’s aesthetic.”
Edith chose a model for one of the shoots specifically because of her dance background. “I wanted a model who not only looks stunning on camera but can also tell a story through her poses. Dancers often have an entirely different sense of body awareness, which perfectly matched the dynamism I sought.”
Edith’s styling is always refined and tailored to her moodboard. “For Atelier Oost Amsterdam’s shoots, I ensured the clothing was elegant, with clean lines and minimalist details. This kept the focus on the interaction between the model and the objects.”
Flexibility and intuition on set
Although Edith always starts with a well-thought-out plan, she remains flexible on the shoot day. “My approach is quite intuitive. On set, something often emerges that you couldn’t foresee. When the team gets into a creative flow, the most beautiful and unexpected images are born.” She emphasises the importance of balancing structure and spontaneity. “A routine provides a foundation, but there must be room to experiment. Let yourself be inspired by what happens in the moment.”View this post on Instagram
Edith’s tips for a successful photoshoot
For anyone looking to organise their own photoshoot, Edith shares her top insights:
Start with a moodboard: Make your concept visual and define it in detail. This not only helps you but ensures the entire team shares the same vision.
Assemble a strong team: Choose people who understand your style and vision. Look for professionals who can enhance your narrative, such as a photographer, videographer, and model.
Plan but allow room for improvisation: Have a foundational structure, but don’t be afraid to deviate on the day. Some of the best shots arise from spontaneity.
Use unique props and styling: Even small details can make a big impact. Consider how clothing, objects, and the setting complement each other. The advantage of Atelier Oost Amsterdam’s daylight studio is that all props are already available—you don’t have to bring them.
Create a good flow on set: Ensure everyone at the shoot feels comfortable. A positive atmosphere inspires and leads to the best results.
For anyone looking to organise their own photoshoot, Edith shares her top insights:
Start with a moodboard: Make your concept visual and define it in detail. This not only helps you but ensures the entire team shares the same vision.
Assemble a strong team: Choose people who understand your style and vision. Look for professionals who can enhance your narrative, such as a photographer, videographer, and model.
Plan but allow room for improvisation: Have a foundational structure, but don’t be afraid to deviate on the day. Some of the best shots arise from spontaneity.
Use unique props and styling: Even small details can make a big impact. Consider how clothing, objects, and the setting complement each other. The advantage of Atelier Oost Amsterdam’s daylight studio is that all props are already available—you don’t have to bring them.
Create a good flow on set: Ensure everyone at the shoot feels comfortable. A positive atmosphere inspires and leads to the best results.
The result: a harmony of creativity
Through her campaign shoots, Edith showcased a powerful example of how to organise a setting where everything aligns. From the choice of models to the styling and the collaboration with a dream team, the entire process felt like a dance in which creativity and vision came together. Edith concludes, “For me, a photoshoot isn’t just a work process but an art form. It’s a way to tell stories that resonate.”
Through her campaign shoots, Edith showcased a powerful example of how to organise a setting where everything aligns. From the choice of models to the styling and the collaboration with a dream team, the entire process felt like a dance in which creativity and vision came together. Edith concludes, “For me, a photoshoot isn’t just a work process but an art form. It’s a way to tell stories that resonate.”
