In the digital landscape, capturing a consumer’s fleeting attention isn’t as simple as just showing up. It’s about showing up with style, authenticity, and engaging visuals. That’s where brand photography comes in—not just putting a product on display but offering a sneak peek into the brand's personality. When TTC wants to make that memorable first impression, we team up with the industry’s best: photographers who blend the technical expertise with the creative, who have mastered the art, and who have the accolades to prove it.
Adrian Mueller ticks all those boxes and more. With over two decades in the business, Adrian brings a blend of experience and innovation to every project. We asked him about his creative process and the powers of brand photography. Here’s what he had to say.
Q: What role does product photography play in telling a brand’s story?
AM: Photography provides a product with an identity. Without an identity, you can’t tell a
story, and without a story, you’re unable to launch a product successfully. It’s absolutely
crucial to a brand’s success.
Q: How do you collaborate with brands or creative teams to develop the product’s story visually?
AM: I usually like to hear the back story of the product, how and why it has come to be, the
founder’s core motivations for creating it and how they envision their story to unfold. Very often, there are profound reasons that we want to highlight and which can have a great impact on the story itself.
If possible, I like to expand on the mood board and provide the client with my point of
view prior to discussing the actual shoot, logistics, and shot list. Very often, I already have a specific look and certain stylist in mind that can make our vision come to life.
Q: What’s your process to draw out the personality of a product in your image?
AM: Once I know the back-story I often have specific ideas for the light, overall mood, and
composition that will help the narrative to unfold to give the product a unique look. I’m
trying to see the image from the perspective of the consumer and what elements of our
concept can touch or inspire. We need the human connection or the ability to trigger a
memory. Then it becomes more than an image.
Q: How do elements like lighting, angles, and background contribute to the narrative in product photography?
AM: Each of those elements is a cornerstone to help build the narrative. The type of lighting
we decide on is like the foundation of a house. The set design is the architectural
structure, and all other elements, such as props, angles, and talent give it humanity for
the viewer to emotionally connect with.
Q: What’s the most challenging part of telling a product’s story through photography?
AM: I hardly ever encounter difficulties when it comes to the technical or creative aspect of
brand photography. When there are challenges, it’s usually because the available budget
and production expectations clash. In those moments, it’s up to me to provide the client
with guidance on how their ideas can come to life within their budget or whether a
different approach is necessary. Those can be interesting discussions and it is in those
moments when good concepts can become great. If my contribution in the concepting
phase can spark excitement, clients often find ways to make it happen.
Q: What’s the most rewarding part?
AM: When those discussions lead to a creative bridge that we did not see initially and the
final creative output is even better than originally planned. Those are wonderful moments
and the work becomes memorable and worthwhile for everyone’s time and effort.
Q: What haven’t you tried that you would like to try in brand photography?
AM: I would love to shoot a brand story that does not include the actual product, only the
product’s effect on those who use it or the environment in which it is used. That takes a
bold & courageous agency partner and a client who is willing to come on board.
A brand’s success hinges on grabbing a consumer’s attention. Standout product photography from an expert can do just that. Huge thanks to Adrian for taking the time to share his insight with us on the power of brand photography and its irreplaceable role in presenting a brand’s narrative.
Commentaires