Project Breakdown: Creative Direction and Visual Production for jewellery brand Epoch-A.
This project for Epoch-A began with a discovery call, where I set out to understand the brand’s values, audience and practical needs for digital content. Even before this conversation, I had already studied their visual language, product design, and approach to sustainability and masculinity in fine jewellery. That early research helped guide every creative decision that followed.
Concept Development
Once the project was confirmed, I proposed a direction tailored to two types of visual content: ecommerce photography for the website and lifestyle-oriented content for social media. The central idea was to show the jewellery as part of familiar, personal moments — like tying shoelaces, reading a book or washing your hands. I built a custom image brief and visual storyboard that tied specific jewellery pieces to specific everyday scenes.
To test how these ideas could feel in real life, I photographed my own hands in natural situations. That helped me plan hand positions, props and camera angles with accuracy and intention. This step was key to making the content feel intimate and believable.
Production Planning
I was responsible for all aspects of production, including location planning, camera setup and lighting. Once the creative direction and timeline were approved, I created a detailed plan with technical requirements, equipment lists, and a production schedule. The shoot was set in London, using a home space that gave the final images a warm, lived-in quality.
The day before the shoot, I traveled from Manchester to London to ensure I’d be rested and fully prepared. On the shoot day, I arrived early to set up lighting and test key scenes. The rest of the team prepared the model, Gordon, with clothing and styling aligned with the brand’s tone.
Photography and Videography
The shoot combined two visual formats. One set of images focused on clear product visibility, suitable for ecommerce. The other leaned into more atmospheric storytelling, ideal for use across social media channels. All content was created with consistent framing, lighting, and styling, maintaining a strong brand identity.
Post-Production and Retouching
After shooting, I delivered an initial image selection to the brand team. Alongside my proposed selects, I also provided a wider batch so they could contribute to the final edit. Once the key visuals were chosen, I began the colour editing and retouching process.
Because content was shot on different cameras, I tailored the editing process for each file type to ensure visual consistency. Once the first round of retouching was complete, we reviewed any final tweaks together before preparing the full delivery for launch.
Creative Reflection
This project is a good example of how social media content and e-commerce imagery can be planned together during one production. I believe this kind of documentation can help other creatives better understand what goes into a high-functioning visual project.
If you’re a brand or creative agency looking for a photographer or videographer in Manchester, I’m always happy to collaborate on concept-led work that pushes visual storytelling further.