Behind-the-scenes on a 5-day shoot for a global fashion brand

Sustainable fibres brand Tencel wanted to refresh their global content library with ‘everyday epic’ photography, shifting from a material brand to a fashion brand and strengthen their association with style and fashion. Striking a balance between inspirational and accessible, we worked with teams across 5 countries to capture everyday moments in a way that felt stylised and premium. Across a five-day shoot, we shot everything from knitwear to lingerie to activewear, spanning multiple indoor and outdoor locations. The result was a versatile image bank designed to be used all year round, supported by model casting and location sourcing across beach, forest, home, and city environments. Ten models, a team of runners and one very busy photographer moved between locations to create fresh assets and deliver a consistent visual identity across campaign touchpoints. In total, 525 image formats were delivered, including 175 fully retouched hero images. See how it all came together. Watch the video below.