Since the birth of digital media, the parameters of the advertising campaign have been in constant flux. Along with traditional printed products, the rise of social media means that most companies now also need content to populate multiple social media channels, all with their own content requirements. With this in mind, the images shot during an advertising campaign often need to be multi-faceted, fulfilling a long list of requirements to meet the expectations of each channel.

In this article, I’ll talk you through the process of planning and shooting your own multi-channel campaign. As a practical example, I'll be using the Spring Summer 2016 campaign I shot for UK based retro-luxe loungewear designer Betty Blue’s. Working with lingerie designer Betty Hobcraft, our aim was to create a collection of editorial photographs to feature across the brand’s website, printed materials, banners and social media platforms. 

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