Every image has a different job

A packshot identifies, a detail proves quality, an in-scale image explains size and a lifestyle visual creates desire. No single universal image can perform every role well.

Create an image map

Before shooting, define aspect ratios, backgrounds, angles and mandatory details across the store, mobile, marketplaces, email and advertising. This prevents twenty near-duplicates and no usable hero.

3D and AI are additions, not excuses

3D is excellent for variants, prototypes and technical cutaways. Generative imagery can build atmosphere economically. Both require accurate product sources and rigorous detail control.

Optimisation is part of the image

Files need consistent crops, colour, naming and sensible output sizes. WebP or AVIF helps delivery, while an organised source archive protects future production.

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