A strong fashion campaign involves far more than beautiful clothes and a good camera. It’s about the vibe on set, collaboration, and the ability to translate a brand story into visuals. For the spring campaign of Redial Jeans Paris, photographer Eva Huizing worked with a creative team in The Playground at Atelier Oost in Amsterdam. We spoke with Eva about her work as a photographer, the creative process behind a fashion lookbook, and how to build a campaign that not only looks good but truly communicates something.
From creative hobby to international photography
Eva Huizing is a photographer from Amsterdam who now works on projects both in the Netherlands and abroad. What began as a creative hobby alongside her studies in forensic criminology quickly evolved into a full-time career. Creativity was always part of her life. At sixteen she launched her own fashion webshop and organised the photoshoots for her products herself. From concept to final image, Eva was involved in the entire process. Her very first . campaign was even shot on Ibiza.
“Without realising it at the time, I was already building an entire atmosphere around a brand,” she explains. That way of thinking is still central to her work. Eva never looks at a single image in isolation; she always thinks in series. She describes her style as clean and fresh, but never dull. Light, composition and location all play a key role.
“Without realising it at the time, I was already building an entire atmosphere around a brand,” she explains. That way of thinking is still central to her work. Eva never looks at a single image in isolation; she always thinks in series. She describes her style as clean and fresh, but never dull. Light, composition and location all play a key role.
The Redial Jeans campaign: clean studio aesthetic
For the recent Redial Jeans campaign, Eva spent two days creating a series of images that together form a complete visual campaign. The Paris-based denim brand discovered her work on Instagram and was looking for exactly what defines her style: images that are minimal and clean, yet full of energy. The first shoot day took place in The Playground,where the team opted for a minimalist setting with neutral tones so the denim pieces could take centre stage.
According to Eva, a strong fashion campaign is ultimately about feeling. When someone looks at the images, it should be immediately clear what the identity of the brand is. “You should be able to feel the brand without anyone having to explain it.” That feeling doesn’t come from one single element, but from the combination of everything on set:
light styling the poses and movement of the models the energy of your crew the location
Variation is important in a lookbook, but the images still need to feel coherent. The series must remain visually consistent so the story makes sense from beginning to end.
For the recent Redial Jeans campaign, Eva spent two days creating a series of images that together form a complete visual campaign. The Paris-based denim brand discovered her work on Instagram and was looking for exactly what defines her style: images that are minimal and clean, yet full of energy. The first shoot day took place in The Playground,where the team opted for a minimalist setting with neutral tones so the denim pieces could take centre stage.
According to Eva, a strong fashion campaign is ultimately about feeling. When someone looks at the images, it should be immediately clear what the identity of the brand is. “You should be able to feel the brand without anyone having to explain it.” That feeling doesn’t come from one single element, but from the combination of everything on set:
Variation is important in a lookbook, but the images still need to feel coherent. The series must remain visually consistent so the story makes sense from beginning to end.
How do you prepare a fashion shoot?
A good fashion shoot begins long before the camera is switched on. For Eva, the process always starts with the brand itself: what does the brand want to communicate, and who is the target audience? From there she builds the concept further: creating moodboards , selecting the location, casting models and developing the styling and atmosphere. Although preparation is important, Eva also leaves room for spontaneity on the day of the shoot. “Often the best images happen in between the planned moments.”
A strong briefing from the brand helps the team move in the same direction, but Eva mainly sees her role as translating ideas into images. “On paper something can seem very clear, but once you’re on set you sometimes only discover what really works.” That means small adjustments are often made during the shoot: changing the light, tweaking a pose or slightly restyling a look. That process ultimately strengthens the campaign.
A relaxed atmosphere on set is essential. Music often helps break the tension and create energy. How much direction a model needs varies from person to person. Some models move naturally, while others need more guidance. “Sometimes I literally demonstrate poses myself, including strange positions on the floor.” Mood boards can also help inspire the right attitude or vibe.
A strong briefing from the brand helps the team move in the same direction, but Eva mainly sees her role as translating ideas into images. “On paper something can seem very clear, but once you’re on set you sometimes only discover what really works.” That means small adjustments are often made during the shoot: changing the light, tweaking a pose or slightly restyling a look. That process ultimately strengthens the campaign.
A relaxed atmosphere on set is essential. Music often helps break the tension and create energy. How much direction a model needs varies from person to person. Some models move naturally, while others need more guidance. “Sometimes I literally demonstrate poses myself, including strange positions on the floor.” Mood boards can also help inspire the right attitude or vibe.
The power of a creative team
Fashion photography is always teamwork. Stylists, hair and make-up artists, art directors and photographers work together to create one cohesive story. That’s why a shoot usually begins with a shared call sheet and mood boards, ensuring everyone is working towards the same goal. During the shoot, the team constantly reviews what appears on camera. If something isn’t quite working, it’s adjusted immediately. Eva: “Collaborating and fine-tuning together is what ultimately makes the result stronger.”
For the studio shoot of the Redial campaign, Eva worked in The Playground. What she especially appreciates about this daylight studio is the flexibility of the space. “There are different coloured walls and furniture pieces, so you can easily create variation while still maintaining one consistent style.” This makes it possible to shoot multiple looks within the same setting without the images becoming messy or inconsistent. “For fashion lookbooks it’s ideal: you can vary your images while keeping the series visually cohesive.”
Fashion photography is always teamwork. Stylists, hair and make-up artists, art directors and photographers work together to create one cohesive story. That’s why a shoot usually begins with a shared call sheet and mood boards, ensuring everyone is working towards the same goal. During the shoot, the team constantly reviews what appears on camera. If something isn’t quite working, it’s adjusted immediately. Eva: “Collaborating and fine-tuning together is what ultimately makes the result stronger.”
For the studio shoot of the Redial campaign, Eva worked in The Playground. What she especially appreciates about this daylight studio is the flexibility of the space. “There are different coloured walls and furniture pieces, so you can easily create variation while still maintaining one consistent style.” This makes it possible to shoot multiple looks within the same setting without the images becoming messy or inconsistent. “For fashion lookbooks it’s ideal: you can vary your images while keeping the series visually cohesive.”
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Tips for aspiring fashion photographers
For photographers who want to develop in fashion photography, Eva has one key piece of advice: keep creating your own work. By organising your own projects, you discover your style and where your strengths lie. “Brands aren’t looking for a copy of someone else; they’re looking for someone with their own perspective.” Building a portfolio also takes time. According to Eva, a portfolio grows along with you. “By being selective and critical, you eventually show only the work you truly stand behind.”.
On Eva’s website you’ll find the sentence: “I don’t just capture an image, but a feeling.” It perfectly summarises her approach. For her, photography is more than technically perfect images. The confidence of the model, the fun on set and the energy between people all become visible in a photograph. “Sometimes there’s suddenly that moment when everything clicks and you think: yes, this is it.”."
Want to see more of Eva Huizing?
View her work through her portfolio or follow her projects on Instagram.
Planning your own branding shoot??
Atelier Oost Amsterdam offers three versatile daylight studios in Amsterdam: perfect for lookbooks, campaigns and editorials.
On Eva’s website you’ll find the sentence: “I don’t just capture an image, but a feeling.” It perfectly summarises her approach. For her, photography is more than technically perfect images. The confidence of the model, the fun on set and the energy between people all become visible in a photograph. “Sometimes there’s suddenly that moment when everything clicks and you think: yes, this is it.”."
Want to see more of Eva Huizing?
View her work through her portfolio or follow her projects on Instagram.
Planning your own branding shoot??
Atelier Oost Amsterdam offers three versatile daylight studios in Amsterdam: perfect for lookbooks, campaigns and editorials.