Launches fail on assets more often than they fail on product. The photography needs to exist before the announcement, in every format the campaign will use, and there is rarely time to reshoot.
Write the asset list before booking
List every placement: website hero, product detail pages, email header, paid social in three ratios, organic grid, stories, press kit, packaging, retail displays. Each placement implies a crop and an orientation. This list becomes the shot list and it determines how long the shoot needs to be.
Separate hero, detail and lifestyle
Hero shots are clean, controlled and usually on a plain or gradient background — these carry the campaign. Detail shots sell craftsmanship: texture, stitching, finish, mechanism. Lifestyle shots place the product in a real context with a person and answer 'who is this for'. You need all three, and they are shot differently.
Shoot the launch event as well as the product
Launch parties and activations produce social proof that studio photography cannot: real people holding, wearing and reacting to the product. Plan for coverage of the event itself and for vertical content delivered the same night.
Work backwards from the launch date
Allow two weeks for editing and retouching, one week for internal review and revisions, and schedule the shoot at least four weeks before launch. Add another week if packaging or samples are still in production, because they always arrive later than promised.
Capture more than you think you need
The assets you will wish you had are the ones nobody listed: an overhead flat lay, the product in someone's hand at scale, an unboxing sequence, and a clean shot on a background you can key out. They cost minutes on the day and weeks to reshoot.
We plan and shoot product and launch campaigns for Miami brands, including event coverage on the night.
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