what you need to have successful images in your campaigns – WAU

The visual content is essential for marketing campaigns. Understand how to make advertising photographs of success and delight consumers.

You’ve heard about advertising photography? This is an excellent tool to leverage brands and engage your audience.

There is no doubt about the importance of knowing how to use good photographs to attract and captivate customers.

The massive use of social networks to attract the most varied audiences demonstrates this daily (or is it going to say that you don’t want to eat a hamburger when such a photo appears on your timeline?).

In this post, you will find everything you need to know about advertising photography, in addition to presenting some cases of well-known brands. Check out:

What is advertising photography

Photographs have been used to attract customers since the 19th century.

As an element complement textual content, they help draw attention and the captivate customers. To devise and produce photographs in order to publicize a brand, you’re working with photography in advertising.

There are different types of photographs, identified by the purpose for which they are created:

  • artistic;
  • scientific;
  • didactic;
  • news.

While artistic and journalistic photographs depend on the exact moment they are taken, advertising ones begin to be planned before their production.

Much more time needs to be spent in the process of identifying the persona and analyzing and understanding the media that will support the campaign.

Advertising (or commercial, as they are also called) photographs are part of a brand strategy and must visually convey the essence of a campaign and the company’s values.

In summary, advertising photography is an important element of brand visual identity and, therefore, must be carefully designed to be part of a marketing process. brand management.

Isn’t it clear yet? Then check out some brands that use photographs advertising masterfully.

Cases of brands that know how to use photography

To exemplify what we have said so far, we bring you some examples of world famous brands that know how to take advantage of photographs as elements of visual identity.


One of the largest fast food companies in the world uses different visual elements to strengthen your brand identity: Characters, illustrations, photographs of products, among others.

However, some aspects are stronger and appear in almost all of these elements: the combination of colors red with yellow and forms the letter M. You can observe and will identify that they are recurrent in various campaigns over the years.

A recent example can be seen this campaign, which associated McDonald’s to promote the film Logan (2017).

Even with discrete use of the logo and with a relatively simple picture, the public will easily recognize the McDonald’s brand and also the Wolverine character.

This is how McDonald’s reinforces its brand identity and generates recognition among its customers.


Anyone who has come this far knows the brand and, with rare exceptions, has already tried this drink that is widely consumed around the world.

Like McDonald’s, Coca-Cola was born with a strong brand, expressed by its logo and its duly registered color.

Its entire visual identity is based on these strong elements and, over the past few years, it has been strengthening the essence of the brand, which is to bring a feeling of freshness (“quench your thirst!”) And energy.

All photographic production follows this line, as you can see in the home page the brand’s international website.

Regardless of the focus of the campaign (Christmas Cup, anniversaries etc.) the visual components used always refer to the brand Coca-Cola, facilitating the identification of the public that this is an advertising campaign by the company.


One of the most famous sporting goods brands in the world, Nike has been experiencing ups and downs due to reports of labor exploitation in underdeveloped countries.

Therefore, the company has gone through a number of market repositioning processes.

Still, marketing campaigns maintain the essence of the brand: the idea of ​​freedom / liberation through physical activity and also win / overcome each and every challenge.

The logo is very simple (and highly recognizable), Nike’s advertising campaigns use a lot of photographs, usually known athletes or persons representing an ordinary citizen.

It is through the photographs that the mark values ​​and reinforces its values, imbuing social transformation processes through images.

This is visible in a recent campaign, in which the company brings different sportsmen and famous people to make its public aware to reflect on equity.

Tips for improving your photos

Now that you know a little more about advertising photographs, you may be wondering if we have any tips for you.

Here are some tricks to improve your photos and direct them to advertising campaigns:

Make a good briefing

Briefing is a document that brings together diverse information and guidelines to demarcate the work to be done. It is an element used by designers, advertising, video editors and photographers and serves as a draft of the work to be done.

The briefing is held with the client requesting the work, and can be done directly with the selected photographer or intermediated by another employee of the agency / office.

It should include, at a minimum:

  • some description about the client (or that facilitates the search for more information about him);
  • the central idea of ​​the product to be developed (the advertising photography, in this case) and the objectives of the campaign;
  • the persona of the campaign;
  • the media on which it will be aired (website, Instagram, Facebook, magazine, billboard, etc.), which affects technical elements such as image resolution, for example;
  • reference materials for the production of the photograph (other photographic campaigns, visual identity of the client’s brand, etc.).

Put yourself in the persona’s shoes

With the briefing outlined, it is time to do an in-depth research about the client for whom the advertising photograph will be produced.

The more knowledge about the essence of the brand and the values ​​practiced by the company, the more the photographer will be able to “speak the language” of his client.

It is also important to know the client’s competitors and the niche market in which it operates.

This is the time to get to know the product that will be promoted: try it and put yourself in the place of the persona of the campaign.

If possible, go out and meet representatives of your audience and define personas who will receive the results of your work.

A material that can help you define your audience is the content “Persona – The Definitive Guide”.

Plan Photo production

It takes a lot of attention to the essential elements of photography:

  • scenario;
  • climate;
  • lighting;
  • characters (players, for example).

Depending on the objectives of the campaign, each of these elements should be varied – what it means to be meticulously planned.

The best day for the photography to take will depend on this planning, as well as the camera to be used.

In addition, it is in this planning stage that the customer can be included, which can make all the difference and avoid rework.

Even before taking the photos, an alignment conversation with the client in the planning phase can avoid misunderstandings of what was discussed in the briefing and, if necessary, help redefine some terms that were initially agreed.

Also, if possible, include representatives of the campaign persona in the planning phase. They can bring surprising insights into the product with visions that even the company that developed it would not have.

Execute what was planned

Following what was planned and duly agreed with the client, spend many hours taking pictures needed.

With the ease of digital cameras, it is simple to have a large amount of images to choose the best ones.

It is important to remember the visual identity of the client’s company and include, in the photographs taken, some elements of the visual identity:

  • Colors;
  • shapes;
  • typography;
  • representatives of the public.

If you want to learn more about visual identity, know this guide on Graphic Design.

All of this will make a big difference in the recognition and loyalty of the persona, and it will be easier to associate the brand with the advertising photograph of the campaign in question.

Select photos and start post-production

With a large repertoire of photographs, it’s time to choose the best ones and use creativity to include elements needed for the campaign.

It is at this stage that aspects that did not exist in the “real world” when taking the photo are included in the photograph: slogans, logo and photographic treatments (montages, coloring, filters, points of light, among many others).

With these final adjustments, the photos make professional finish, and it is possible to highlight what is really essential to the campaign.

Post-production also ensures that advertising photography is connected to the campaign proposal. From there, it is important to take some proposals for client approval. Attention: the final word will be his.

With these tips and a lot of persistence, you can start making your own photos! Remember: the advertising photography is part of brand communication strategies.

If you want to know even more about photos, check out the Quick Guide to enhance images of your product to your e-commerce!