24/07/2026
Authentic product photography has always been at the heart of what I do.
At MSP, we've embraced AI as part of our creative workflow. It's a powerful tool that helps us enhance ideas, accelerate processes, and explore new possibilities. But for me, nothing quite replaces the craft of lighting and photographing a real product with intention. Interestingly, we're seeing more brands return to authentic product photography.
Perhaps that's because, as AI generated imagery has become more accessible, many visual campaigns are beginning to feel increasingly similar. The technology can produce impressive results, but without a strong understanding of branding and marketing, it's easy for creative work to become generic or overcomplicated for the sake of novelty.
Great product photography is never just about making something look good. It's about understanding the product, its materials, its purpose, and the story it needs to tell. That comes from experience, observation, and an appreciation for light.
After more than 30 years behind the camera, I've had the privilege of photographing almost every imaginable product across every scale, texture, and finish. One thing has remained constant: when you capture a product beautifully and authentically from the start, everything that follows becomes stronger.
Technology will continue to evolve, and we'll continue to embrace it where it adds value. But the foundation is still the same.
Authenticity never goes out of style.
And...No I didn't use chatGPT to write this, how can you tell, well there is no use of the word 'Elevate' anywhere. 🤣
