The Art of Authenticity: A Guide for Shooting Swim Campaigns
This is my how-to guide on how to stand out in a crowded niche as swim, beach, and swimwear photography. You need to be memorable, and that will require more than beautiful imagery—it demands authenticity. Authentic campaigns not only grab attention but also resonate deeply with audiences. As a photographer specialising in this niche, I’ve learned that crafting authentic imagery is intricate and rewarding, requiring careful planning and collaboration. If you want loyal customers, it starts with showing what you are about visually.
Here’s a guide for photographers and brands on nailing it.
The Moving Parts of a Swimwear Campaign
My shoots may look effortless, but they involve countless moving parts that must align perfectly.
Here are the key elements for me
Models: The talent is the heart of a campaign. Whether it’s a high-profile model or someone new to the industry, understanding their strengths and energy on set is vital. A model who reflects authentically what you're trying to say visually will always make or break a shoot. Professional models are good at putting on a brave face. Still, when you understand each other, you can create a visual language that sells the story.
Styling: A bad fit will make things feel cheap or disingenuous. Every detail matters—swimwear cuts, accessories, fabrics, and how these elements interact with the natural environment. Proper styling adds sophistication and ties the campaign narrative together. The styling can include the table settings, the glasses, or even the colour and make of your seats. These reflect how your audience sees your brand, and every little thing matters; if you only invest in last-minute props from $2, it will be significantly different from spending a month picking out your set design carefully, whether this is a team effort, organised by the creative director or stylist, this isn't a process that should be rushed!
Makeup: For swimwear, less is often more. The goal is natural, beach-ready looks that enhance the model’s features without overpowering them; it's essential whoever is on board understands the vision and knows how to improve the features of your talent rather than hide them.
The Weather: Unpredictable as it is, the weather can significantly impact a shoot. Cloudy skies can create a dramatic mood, while bright sunlight brings vibrancy. Preparing for any scenario ensures the shoot goes smoothly. I've talked about weather holds in the past, and you can read a whole article here; if you're stuck, and can't get around the rain, look at other options; rain doesn't mean miserable; there are so many beautiful tropical shoots, and so much inspiration you can pull from, have a look at this shoot here, or jump on my Pinterest here.
The Power of Preproduction
Preproduction is the foundation of every successful campaign. Without clear planning, even the most talented team can falter. I've alluded to how essential the process is to take the time to style. It goes a step further here, making sure that you have nailed down the narrative visually, with room for your team's creative flow.
Clarity of Vision: Establish a strong creative direction. What story is the campaign telling? What emotion should it evoke?
Seamless Coordination: Ensure the photographer, stylist, and creative director collaborate early. Everyone must understand the vision to avoid confusion on the day. The earlier you organise your talent, the more information you can pass on to them and the more elements you can pull together.
Preparation for Challenges: Anticipate potential obstacles—weather changes, location access, or wardrobe malfunctions—and have backup plans in place. There should always be an option B and an option C to ensure that you can pull things together without adding more stress on the shoot day.
The Hook: What Makes Your Campaign Unique?
Your campaign needs a unique hook to stand out in a competitive market. This could be:
An Exceptional Model: The right talent can define the campaign. A highly skilled or famous model brings credibility, while someone with unique energy or expressions adds intrigue. Relationships are key—working with models or teams you’ve collaborated with before fosters trust and better results.
Casting That Builds Understanding: Casting isn’t just about finding someone who looks the part. Review the model’s portfolio and, where possible, involve the photographer, creative director, and stylist in the casting process. If in-person casting isn’t possible, recording sessions can help the team understand the model’s energy and movement.
A Unique Location: Locations set the tone. Whether a hidden cove, an urban rooftop pool, or a sprawling tropical beach, a well-chosen location enriches the campaign narrative.
Shooting on Film: Film brings a timeless, tactile quality that digital often lacks. Its imperfections feel human and authentic.
Narrative Styling and Themes: Strong themes and carefully curated props create a story, making the campaign feel cinematic and memorable.
Relationships: The Key to Elevating Talent
In swimwear, the dynamic between the model and the team is critical. Photographers and producers should invest time in understanding their talent—how they move, what makes them feel confident, and how they fit into the campaign’s narrative.
Building relationships goes a long way. Suppose the photographer or producer has worked with the model before. In that case, it creates a foundation of trust that allows everyone to focus on creativity rather than overcoming initial awkwardness. In a niche like swimwear, where authenticity is paramount, these relationships elevate talent and the product.
Collaboration and Code of Conduct
Swimwear shoots are team efforts. Every person—photographer, stylist, model, makeup artist—contributes to the final product. Setting a positive tone is essential, and I've talked about this a lot.
It's paramount to the shoot's success that if you want it to look and feel effortless, you need to create an environment that allows for that and ensures people feel respected, can trust everyone they're around, and are supported in their roles on set. Communication is key. I always include a duty of care form/code of conduct in my preproduction briefs, even just as a reminder that we are always trying to support and be at our best.
Establish Respect: Ensure everyone feels valued. Each voice on set matters and mutual respect fosters creativity.
Encourage Collaboration: Open communication and the freedom to share ideas help the team align on the creative vision.
Prioritise Safety: Always ensure the environment feels safe and supportive, mainly when shoots involve vulnerable scenarios like swimwear or water.
Authenticity is the Key
Authenticity isn’t just a buzzword—it makes a campaign stand out. By blending preproduction, creative vision, and collaborative energy, photographers and brands can create visually stunning and emotionally resonant imagery.
Swimwear photography celebrates freedom, movement, and connection. By honing your craft, planning meticulously, and fostering genuine relationships, you’ll create compelling visuals and contribute to a more authentic, ethical, and inspiring industry.
