Shooting for The Iconic: A Personal Summer Story
by Byron Bay Photographer, DEE STUDIO
Working with The Iconic on their Kids' Summer Campaign was an immersive creative experience—a dynamic blend of my own styling and direction, the unfiltered energy of my children, playing with light and color, weaving together a sunlit story of summer. As a brand photographer, I thrive in spaces where authenticity meets artistry, and this project was a seamless fusion of both.
Capturing the Essence of Summer
This shoot was extra special because I had the chance to photograph my own little wildlings. If you think directing a group of energetic kids is a challenge, try throwing your own into the mix—let’s just say they were very committed to the "candid" aesthetic. I was the definition of kid wrangling that day.
The Creative Process
Collaborating with The Iconic’s creative team meant translating their vision into something tangible—light-soaked frames that felt nostalgic yet contemporary. The approach was intuitive:
Unscripted movement – letting the kids be kids, capturing their uninhibited joy mid-air, mid-laughter, mid-chase.
Textural depth – layering light, shadow, and natural elements to create images that felt tactile and immersive.
A refined color story – balancing vibrant hues with airy, muted tones to evoke both energy and elegance.
The Poetry of Place
Location was everything. I sought spaces that spoke in tones of Australian summer—vast, open, golden. Each frame needed to feel expansive yet intimate, filled with natural light that wrapped around the subjects like a warm embrace. The result was a collection of images that felt transportive, drawing the viewer into the scene rather than merely showing it.
Photography as Narrative
In between wrangling my own children (who, funnily enough, listened about as well as a flock of seagulls at a fish and chips shop), this campaign reminded me of the magic of storytelling through photography. It’s about embracing the beautiful chaos, the fleeting moments of stillness, and the laughter that erupts when no one is quite following directions—but somehow, it all just works.
The Art of Visual Identity
Projects like this reaffirm my belief that photography is more than documentation; it’s the crafting of a visual language that speaks directly to an audience. If your brand is looking for imagery that moves beyond the surface—something refined, evocative, and deeply intentional—I’d love to collaborate.
Let’s create something timeless.
