This is the image that sets the tone for everything else. We build it around an idea, not a garment list: location, casting, mood, the one frame the whole season hangs on. Fewer shots, more time on each.

Volume work, and volume work lives or dies on consistency. Same light, same distance, same crop, look after look, so the grid reads clean and the customer can compare two pieces without wondering which one the camera flattered. I shoot to a template and hold it all day.

Athleisure & swimwear — These pieces are bought on a question: will it hold up when I move? So I shoot them moving. Stretch under real tension, support where it counts, coverage that stays put, leggings that don't go sheer at the bottom of a squat — the things a customer squints at the photo trying to figure out, answered before she has to ask. You end up with images that make the piece look good and make it look right — and in this category those have to be the same picture.

Product and application, and they answer different questions. The bottle shot has to make the color true enough that she'll recognize it at the counter. The applied shot has to show what it does on real skin, in more than one tone, under light that doesn't lie about finish. Matte should look matte.