Lessons for Working with Brands: From Brand Director to Photographer
- Luke
- Dec 17
- 3 min read
Switching from leading brand campaigns to stepping behind the camera wasn’t just a career pivot - it was a chance to see the whole process from both sides. Before founding The Other 12 Hours, I spent over a decade on the brand/agency side: shaping creative briefs, managing budgets, and navigating the politics of getting good work made. Now, as a photographer in Paris, I bring that experience into every client relationship. Here’s what I’ve learned about working with brands - what matters, what doesn’t, and how to get to real results.
Understanding the Brand Mindset
Most photographers focus on their portfolio. But if you’ve worked inside a brand, you know the priorities are different: consistency, risk management, and making sure every image serves a purpose. I learned early on that a great shot is only valuable if it fits the bigger story the brand is trying to tell. When I take on a project, I start by asking about the brand’s goals, pain points, and what success looks like for them - not just for me.
Building Trust: Lessons from the Agency World
Deadlines, approvals, and last-minute changes are part of the job. Having been on the receiving end of rushed edits and shifting briefs, I make sure my process is transparent and collaborative. I share shot lists, moodboards, and timelines up front. I’m not precious about feedback - if something needs to change, we change it. The goal is to make the client’s life easier, not harder.
One project in Australia stands out: a campaign for an sports brand where the client’s vision kept evolving. Instead of resisting, I adapted - reworking the shot list on the fly and delivering a mix of images that covered both their original brief and new priorities. That flexibility built trust, and led to more work down the line.
Creative Direction: Speaking Both Languages
Having written and received hundreds of briefs, I know how to translate brand language into visual stories. That means asking the right questions: Who’s the audience? What feeling are we trying to create? What’s off-limits? I don’t just bring a camera - I bring a strategy mindset. This saves time, avoids misunderstandings, and ensures the final images actually work for the brand’s needs.
Managing Expectations and Delivering Value
Brands want reliability as much as creativity. I set clear expectations on deliverables, turnaround times, and licensing. I’m upfront about what’s possible (and what isn’t) given the budget and timeline. This honesty - sometimes uncomfortable - prevents disappointment later. It also builds long-term relationships, which matter more than any single job.
What I Wish More Photographers Knew
Read the brief, but also read between the lines. The real priorities aren’t always written down.
Over-communicate: check in early and often.
Don’t be afraid to push back (respectfully) if something doesn’t serve the project.
Learn the art f the reverse brief - mood boards, inspiration and shot lists.
Brands are made up of people - find out who needs to look good, who’s nervous, and who actually makes the calls.
Why This Matters in Paris (and Beyond)
Working in Paris means adapting to new markets, languages, and expectations. The fundamentals don’t change: brands want images that are honest, distinctive, and on-message. My background helps me bridge the gap between creative ambition and business reality - delivering work that stands out and gets used, and in the end visual comminucation breaks down any language constratints!
Final Thoughts
If you’re a photographer looking to work with brands, understand their world. If you’re a brand hiring a photographer, look for someone who gets your challenges and speaks your language. That’s how you get results that matter.
About Me
Luke O’Shea is the founder of The Other 12 Hours, a Paris-based photographer with over 15 years’ experience in global brand strategy and creative direction. He’s worked with sports teams, endurance athletes, and creative clients across Australia, New Zealand, USA, and Europe - helping them tell stories that cut through the noise. View his portfolio and connect at theother12hours.com.
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