For a recent e-commerce shoot with Urban Surf, I was brought on to create a series of images that would speak directly to their audience—both for social media and their website—highlighting a selection of new key styles. Understanding the importance of brand identity, I tailored every aspect of the shoot to reflect Urban Surf’s laid-back, coastal lifestyle. I cast a model who isn’t just camera-ready, but also an active surfer—bringing authenticity and relatability to the campaign with natural, surf-inspired hair and an effortless look that mirrors the brand’s core demographic. The posing direction was intentionally relaxed and unforced, echoing the ease and confidence of the Urban Surf customer. Through lighting, styling, and subtle visual cues, the shoot was crafted to feel genuine and aspirational—proof of my commitment to building imagery that’s not just visually strong, but deeply aligned with each brand’s unique voice and identity.