Whenever I came to my mom with an ambitious plan (a baking project that had become intricate or a school assignment where I wanted to go all in with the glitter glue), she'd remind me of the same thing: everything takes a little longer than you think, plan for the extra time.
My mom was an interior designer, so she knew this better than most, in an industry was built on patience, where delays and scope creep are the norm, not the exception.
I've been thinking about her advice a lot as the year winds down. "We need more time" is the theme I hear most, in my own business and in my clients'. My launch timeline for the new Boulder studio was upended by not one but two small floods. Product brands I work with are waiting out production delays entirely beyond their control. And the big marketing idea so many founders dreamed up in February is still at the bottom of the to-do list, because work and life get busy.
If that sounds familiar, here's the good news: you don't have to be 100% ready, and you don't have to rush. You can plan your product photoshoot now, before inventory arrives, so you're ready to shoot the day it lands. Here's how I walk brands through it.
Step 1: Set the creative direction for your product shoot
You don't need final product in hand to decide what you need to shoot. Shot list and styling can all be locked in while product shipping is still weeks out. Then the shoot, can be scheduled the day your product lands.
Here's what I ask brands to gather before we plan:
A mood board of 10–20 images that capture the feeling you want, not just products you like. Include a few you don't want, too; those are often more useful.
Brand assets: logo files, brand colors, fonts and any existing photography the new images need to sit beside.
Where the images will live: website, Amazon, wholesale line sheets, paid social, retail partners. Each has different size and style needs.
Samples, renders or packaging mockups, even if they aren't final. These let us test props, backgrounds and lighting before the real thing arrives.
What can wait for final product: exact color matching, close-ups of finished texture and any shot that depends on the final packaging print. Everything else can be decided now.
Step 2: Build your PDP image shot list
Your product detail page (PDP) gallery does the selling when no one is there to answer questions, and is the last thing your customers see before they hit “add to cart.” A detailed shot list means every SKU gets what it needs, with no gaps and no reshoots.
In addition to your classic e-commerce shots, consider the details you want to feature, collections you can capture together, styled shots for personality, lifestyle photos for context and motion to take things to the next level.
As you build your PDP shot list, also note which marketplaces you sell on, since each has its own image requirements. Then mark which shots need final product and which can be done with samples. That split is often what lets a shoot move forward during a production delay.
Step 3: Plan your founder-led content
If you're the person behind the brand, it’s time to stop hiding in front of the camera. We get it, planning product shots feels easier than planning to hop in front of the camera or speak to camera. But the personal connection with your customers and community si well worth it.
In addition to headshots and lifestyle portraits, a few short-form video series formats that work well for founders:
Behind the product: Sourcing, testing and the decisions customers never see
Founder FAQs: Your perspective on your industry, one hot take per post
Personal story: How and why you started, and what led you here
With founders, we plan and shoot a batch of photos and content in a single session, and you’ll have weeks of content ready to go. No need to become a content creator on your own!
Why planning your product photoshoot early pays off
When your products are suddenly camera-ready (product delivered, e-commerce launch date set) the foundation is already there. Your shoot happens sooner, the day runs smoother and your photos and videos go further because they were built on a clear strategy instead of a rush.
Product photoshoot planning FAQ
How far in advance should I book a product photographer?
For most brands, at least 3-6 weeks, to allow time for planning the creative direction, feedback and all of the pre-production that brings it to life, from prop sourcing to talent casting. If you're planning around a launch or the holidays, start the creative planning 2–3 months out.
Can I plan a product shoot before my samples or inventory arrive?
Yes! Creative direction, mood boards, shot lists, talent casting, vendor selection and scheduling can all happen before product arrives. Once the product is ready, all our ducks are in a row and we just need to get a date on the calendar.
What should I send my photographer before a product shoot?
First and most importantly, tell us about your product and how many SKUs you have. Flavors, colors, sizes, we want to know it all. Upon kick-off, we send a detailed questionnaire that covers everything we need to kick off the planning process.
Let's plan your product photos and short-form videos
If there's a photo or video idea that's been on your list for months, or you'd like help with planning ahead for creative strategy, now is the time to get started! We work with CPG and lifestyle product brands on product photos, styled images, lifestyle shoots, short-form videos for reels and product feature videos for PDP pages. Learn more here, and reach out for details!
