Advertising photography is everywhere: on billboards along the roads, in shopping malls, magazines, online, etc. We are surrounded by advertising. Some images are straightforward, others conceptual but all are designed to tell a story, and in the process, sell a product, concept or company.

When I meet with an ad agency, a marketing manager or creative director, I try to learn everything I can about their brand. A brand represents a promise. A brand distinguishes a company or product from its rivals in the eyes of the customer.

Once I understand the brand and the story behind it, I can craft my photos to reflect the message the company wishes to visually communicate to the people who buy their products. My goal is to show the company and its products in the most attractive way and to encourage their purchase. The best advertising photos are created to sell not only products but lifestyles, concepts and ideas.