A campaign shoot is not just a single day of filming. It's not a case of “we have some new items, let's shoot something”. A strong campaign starts long before the camera clicks for the first time. It starts with vision, choices, and the right team. For this insider blog, filmmaker Emmely Brand, a familiar face within our in-house campaign team, and Roos, founder of Atelier Oost Amsterdam, sat down for a chat. Together, they share how, as a brand, you can set up a campaign shoot that is not only beautiful, but also sells and touches.
1. Don’t start shooting. Start thinking.
Roos: “A campaign always starts with a solid concept. Then you choose your location and assemble the right team. MUA, photographer, model — or perhaps you yourself, or just the product. Everything stems from the starting point. Only then do you match: which creatives fit this aesthetic? Which location strengthens the narrative?” Emmely: “The first thing I want to know as a filmmaker? Which brand is it — and do I genuinely connect with it? You can only create strong work if you feel what a brand stands for. I also want to understand: where is the brand now, where does it want to go, and what role does this campaign play in that journey?”
A strong concept answers:
What are we really trying to say? Who is this actually for? Where are we bold enough to deviate? What should these visuals mean for the brand long-term?
Without concept, you might get pretty images. With concept, you get meaning.
Roos: “A campaign always starts with a solid concept. Then you choose your location and assemble the right team. MUA, photographer, model — or perhaps you yourself, or just the product. Everything stems from the starting point. Only then do you match: which creatives fit this aesthetic? Which location strengthens the narrative?” Emmely: “The first thing I want to know as a filmmaker? Which brand is it — and do I genuinely connect with it? You can only create strong work if you feel what a brand stands for. I also want to understand: where is the brand now, where does it want to go, and what role does this campaign play in that journey?”
A strong concept answers:
Without concept, you might get pretty images. With concept, you get meaning.
2. Video is no longer a “nice extra”
A few years ago, a campaign video was one hero film of about a minute. Those days are gone. Emmely explains: “Video adds context and emotion. Photography captures the iconic moment. Video allows atmosphere, depth and feeling to unfold. It’s not an add-on anymore — it’s an extension of your campaign story.”
Brands need to understand the distinction:
Campaign video → the foundation of your launch Social video → consistent translation of the campaign feeling
Behind-the-scenes → humanity and transparency
“Social video isn’t random content,” Emmely says. “It’s a direct extension of your campaign.” In other words: think in formats. Not in one-off clips.
3. Photography and video: one story, one team
A common question: don’t photography and video compete with each other? Short answer: absolutely not. “We operate as one team with one goal: creating the strongest visual outcome possible. Photography and video each have their own strength. Together, they amplify each other,” Emmely explains. Roos agrees: “The dream team is everything. You need chemistry. I trust Emmely, photographer Alina and stylist Edith blindly. I don’t even need to be present on set. When there’s creative freedom and I let go of control, the result becomes stronger.”
A few years ago, a campaign video was one hero film of about a minute. Those days are gone. Emmely explains: “Video adds context and emotion. Photography captures the iconic moment. Video allows atmosphere, depth and feeling to unfold. It’s not an add-on anymore — it’s an extension of your campaign story.”
Brands need to understand the distinction:
“Social video isn’t random content,” Emmely says. “It’s a direct extension of your campaign.” In other words: think in formats. Not in one-off clips.
3. Photography and video: one story, one team
A common question: don’t photography and video compete with each other? Short answer: absolutely not. “We operate as one team with one goal: creating the strongest visual outcome possible. Photography and video each have their own strength. Together, they amplify each other,” Emmely explains. Roos agrees: “The dream team is everything. You need chemistry. I trust Emmely, photographer Alina and stylist Edith blindly. I don’t even need to be present on set. When there’s creative freedom and I let go of control, the result becomes stronger.”
4. Consistency is your greatest asset
If you want your campaign imagery to not just look beautiful but truly align with your brand, consistency is key. “I would always work with the same photographer,” says Roos. “When you shoot together repeatedly, you develop a recognisable look and feel. Someone gets to know your brand deeply — and you see that in the work.” Too many brands switch styles too often, resulting in a fragmented visual identity. Consistency builds trust. Trust converts.
5. Location is not a backdrop. It’s strategy.
Yes, you can rent a charming townhouse. But often it’s cramped, with low ceilings and tricky light. “Our studios are designed for both photo and video productions,” Roos explains. “They’re spacious, with high ceilings and large windows. Even within one space, we offer dozens of different angles." Emmely adds: “Campaign video requires movement and multiple perspectives. Unlike photography, which is two-dimensional, video works in layers and angles. You need space for that.”
Your location should:
Strengthen your concept Offer strong natural light Provide freedom of movement Feel expansive, not restrictive Offer multiple visual corners for both photo and video
If you want your campaign imagery to not just look beautiful but truly align with your brand, consistency is key. “I would always work with the same photographer,” says Roos. “When you shoot together repeatedly, you develop a recognisable look and feel. Someone gets to know your brand deeply — and you see that in the work.” Too many brands switch styles too often, resulting in a fragmented visual identity. Consistency builds trust. Trust converts.
5. Location is not a backdrop. It’s strategy.
Yes, you can rent a charming townhouse. But often it’s cramped, with low ceilings and tricky light. “Our studios are designed for both photo and video productions,” Roos explains. “They’re spacious, with high ceilings and large windows. Even within one space, we offer dozens of different angles." Emmely adds: “Campaign video requires movement and multiple perspectives. Unlike photography, which is two-dimensional, video works in layers and angles. You need space for that.”
Your location should:
6. The edit makes or breaks your campaign
What many brands underestimate is the power of post-production. That’s where direction emerges. That’s where story is shaped. “During editing, a campaign video truly comes to life. Music, sound design, pacing, colour grading — every choice is intentional. I work intuitively. It has to feel right.” A strong edit won’t save a weak concept. But a strong concept makes everything click. Rhythm, atmosphere, emotion — this is where separate shots transform into a story that lingers.
7. Invest. It always shows.
For emerging brands or tighter budgets, the temptation to cut corners on creatives or location is strong. Roos is clear: “Invest. You’ll get it back twofold. If you consistently compromise on creative quality or location, it will show in the result.” Your campaign visuals are often the first thing customers see. That is your brand. Quality signals trust. Trust drives conversion.
7. Invest. It always shows.
For emerging brands or tighter budgets, the temptation to cut corners on creatives or location is strong. Roos is clear: “Invest. You’ll get it back twofold. If you consistently compromise on creative quality or location, it will show in the result.” Your campaign visuals are often the first thing customers see. That is your brand. Quality signals trust. Trust drives conversion.
8. Build a system. Not isolated shoots.
If you truly want to build a brand, stop thinking in isolated shoot days and start thinking in continuity. We believe in long-term collaborations. Not starting from scratch every time — but building upon what already exists. Roos: “Consistency in imagery, location and team creates calm and quality. Everyone knows what to expect. Together you develop a recognisable signature. And that shows.”
For brands shooting multiple times a year (or launching collections in phases), our studio hourly pass is the smartest investment:Book from €45 per hour Available in 20, 50 or 100-hour bundles Valid for The Loft, The Livingroom or The Playground(individually or combined) Valid for one year Online booking, no separate invoices each time
Instead of paying location fees per shoot, you work with a fixed annual budget you can deploy flexibly. Shoot multiple consecutive days? Spread across seasons? Different time slots? All possible. The result? More budget left for what actually elevates your campaign: a top stylist, an experienced filmmaker, exceptional on-camera talent.
For photographers, the same applies. No monthly rent. No maintenance. No interior investment. Just a fully equipped high-end studio, available by the hour when you need it.
If you truly want to build a brand, stop thinking in isolated shoot days and start thinking in continuity. We believe in long-term collaborations. Not starting from scratch every time — but building upon what already exists. Roos: “Consistency in imagery, location and team creates calm and quality. Everyone knows what to expect. Together you develop a recognisable signature. And that shows.”
For brands shooting multiple times a year (or launching collections in phases), our studio hourly pass is the smartest investment:
Instead of paying location fees per shoot, you work with a fixed annual budget you can deploy flexibly. Shoot multiple consecutive days? Spread across seasons? Different time slots? All possible. The result? More budget left for what actually elevates your campaign: a top stylist, an experienced filmmaker, exceptional on-camera talent.
For photographers, the same applies. No monthly rent. No maintenance. No interior investment. Just a fully equipped high-end studio, available by the hour when you need it.
9. The most important lesson for brands shooting this year?
Take time to prepare. Invest in quality. And trust the creatives you choose. Or as Roos puts it: “Dare to let go. That’s when it becomes better than you could have imagined.”
Take time to prepare. Invest in quality. And trust the creatives you choose. Or as Roos puts it: “Dare to let go. That’s when it becomes better than you could have imagined.”