Content production and creative direction

Your website and social media need pictures that show you. We plan the idea, direct the shoot and deliver photos, video and campaigns that look like your brand, not like stock.

Your website shows stock photos of somebody else’s guests, somebody else’s food and somebody else’s light, and your customers notice. You have pictures, but each one looks different, and there aren’t enough to fill a month of social media. Or your last shoot left you with hundreds of frames, and it was up to you to decide which to use where.

So we start with what makes your place yours: together we agree how the pictures should look and feel and what never appears in a frame, and only then pick up a camera. After the shoot we choose the frames worth keeping, crop them for every format and hand over a library your team can use for months: on your website, in social media and in print.

Creative direction

From moodboard to direction

Before anyone holds a camera, we collect references with you and turn them into a direction: the light, the colours, the mood and a few rules everyone on the shoot follows.

References:

Friends laughing at a long table under the vines
A loaf of bread, rosemary and olive oil on linen
White wine poured at a table laid with linen
Vineyard rows at sunset, a farmhouse on the hill
Vine shadows on a limestone wall
Green grapes on the vine in the evening sun
Wild flowers in a terracotta jug by the window
Wooden crates and wine bottles in the courtyard
Terracotta
Long tables, warm voices, flour on the hands

Direction: Direction for Dealu winery. Long evenings with good people.

Light: Low, warm sun, an hour before sunset
Palette: Terracotta, Honey, Vine, Limestone, Sage
Mood: Generous, Unhurried, Local
Do: Real guests, not models; Hands at work, flour and all
Don’t: No empty tables; No flash indoors

One page that you, the photographer and the stylist all agree on.

Photos and video with a clear plan

Choosing who creates the pictures of your business is a decision someone at your company will have to stand behind. So before the shoot, you know what will be shot, why, and where each picture will be used.

That’s how we worked with Asconi Winery in Moldova: we agreed the goals with its brand manager, organised the content around four themes and ran two photoshoots, one in summer and one in winter. The chosen photos went into the Gallery, Experiences and Events pages of the winery’s website and into its social media.

For a project on youth budgets in Moldova, we turned the data into a series of infographics that make the key findings easier to understand and share. Once your content is ready, SEO and content management helps your customers find it in search.

Content planning

Four pillars, one plan

We pick a few themes your business keeps coming back to and plan every post around them. Nothing is random, and nothing important gets forgotten for a month.

May

Dealu winery · Instagram and Facebook · Posts: 20

MonTueWedThuFriSatSun1EWorkshop2FPairing3PFamily4STerrace5FCheese67ETour89SVines1011PRegulars12PBaker1314FMenu1516EHarvest1718SCellar19SGarden2021PTeam2223FRecipe2425EPicnic26ETasting2728SSnow29FBrunch3031PGuests

Post ideasThree post ideas: ExperiencesThree post ideas: Food and wineThree post ideas: PeopleThree post ideas: Spaces

Pick a pillar to see three post ideas for it. Each pillar gets five posts this month, spread so no week skips one.

1Bread workshop, start to finish in 30 seconds
2A cellar tour at 11 in the morning
3Harvest day: bring your own boots

1One wine, three dishes
2The cheese that sells out first
3First look at the winter menu

1Meet the family behind the cellar
2Where our regulars always sit
3The baker who starts at six

1The terrace an hour before sunset
2Snow on the vines
3The tasting room before guests arrive

May: Dealu winery · Instagram and Facebook · Posts: 20

Experiences: Workshop, Tour, Harvest, Picnic, Tasting. Three post ideas: Experiences: Bread workshop, start to finish in 30 seconds; A cellar tour at 11 in the morning; Harvest day: bring your own boots
Food and wine: Pairing, Cheese, Menu, Recipe, Brunch. Three post ideas: Food and wine: One wine, three dishes; The cheese that sells out first; First look at the winter menu
People: Family, Regulars, Baker, Team, Guests. Three post ideas: People: Meet the family behind the cellar; Where our regulars always sit; The baker who starts at six
Spaces: Terrace, Vines, Cellar, Garden, Snow. Three post ideas: Spaces: The terrace an hour before sunset; Snow on the vines; The tasting room before guests arrive

Every week covers all four pillars.

Photography

Two seasons, one story

We shoot the same places in summer and in winter, so your website shows what a visit feels like all year, not only in July.

Compare seasons

Summer: The courtyard in summer: green vines over the pergola and a table laid for guests. Summer shot list: The courtyard at midday; Lunch under the vines; Food and wine on the table.

Winter: The same courtyard in winter: snow on the pergola and a lantern on the table. Winter shot list: The courtyard after snowfall; A lantern on the table; Snow on the vines.

The same courtyard from the same spot, in two very different moods.

Curation

Only the frames that earn their place

A shoot gives hundreds of frames. We choose the few that are sharp, on brand and right for where they will be used, so your website never gets the second-best shot.

Dealu winery · terrace shoot · roll 03. 24 frames, 8 picks:

Website hero: Two guests raise their glasses at a long table, the vineyard hills behind them
Experiences page: A loaf of bread, rosemary and olive oil on linen
Instagram: White wine poured at a table laid with linen
Events page: Vineyard rows at sunset, a farmhouse on the hill
Gallery: The same courtyard in winter: snow on the pergola and a lantern on the table
Facebook cover: The courtyard in summer: green vines over the pergola and a table laid for guests
About page: Friends laughing at a long table under the vines
Shop page: Wooden crates and wine bottles in the courtyard

Eight frames that are sharp, on brand and already matched to a place on the site.

How we work

Discovery and creative direction
The first conversation is free. Once we’ve agreed the scope, timeline and price, we gather references with you and agree on the light, the mood and what never appears in a frame.
Content planning and pillars
A few themes your content keeps coming back to, a shot list for each and a plan for where every picture will live.
Production and curation
We shoot, edit and choose the frames that work, judged on quality, fit with your brand and where they will be used.
Your website and social media
The finished library goes onto your website and into your channels, cropped for each format and easy to find later.

Formats

One shot, every channel

One good photo has to work as a website banner, a feed post, a story and a square. We set the focus once, and every crop keeps it.

Two guests raise their glasses at a long table, the vineyard hills behind them

Website banner · 16:9, Feed post · 4:5, Story · 9:16, Square · 1:1.

Focus on the table: the bread and grapes lead in every format.
Focus on the faces: the people stay in every crop.
Focus on the hills: the landscape leads, even in a story.

Focus on the table: the bread and grapes lead in every format.

Information design

Numbers people understand

Reports full of tables rarely get read. We find the story in the data, give it a clear structure and turn it into visuals people actually share.

youth-budget-execution.xlsx

Example data

DistrictPlanned, k€Spent, k€Spent, %

North1208470%BehindEast959095%On trackSouth1406345%LowWest807290%On trackCentre1109990%On trackTotal54540875%

75%

of the money planned for young people was actually spent

3 of every 4 euros

PlannedSpent

East95%

West90%

Centre90%

North70%

South45%

South spent less than half of its youth budget. That is the line the post leads with.

Example data

youth-budget-execution.xlsx (Example data)
District	Planned, k€	Spent, k€	Spent, %
North	120	84	70% (Behind)
East	95	90	95% (On track)
South	140	63	45% (Low)
West	80	72	90% (On track)
Centre	110	99	90% (On track)
Total	545	408	75%

75% of the money planned for young people was actually spent. 3 of every 4 euros. South spent less than half of its youth budget. That is the line the post leads with.

One big number, one comparison and one plain sentence.

A library that keeps working

Without a plan, a shoot gives you plenty of frames but few you can actually use. With a clear direction and careful selection, you get pictures that look like you everywhere, and a plan that tells you what to post next.

Questions we hear

Can we use the photos we already have?

Yes. We go through your existing pictures with you, keep the best ones in the plan and shoot only what is still missing.

In what formats do we get the pictures?

The chosen pictures come edited and cropped for each channel you use: your website, social media posts and stories, and print.

Do you make infographics too?

Yes. If you have data or research that is hard to read, we find the main stories in it and turn them into a series of infographics with one visual language.

How often do we need a shoot?

It depends on how often what you show changes. If your place looks different in summer and winter, a shoot in each season can help, as we did for Asconi Winery.

How much does content production cost?

The price depends mainly on the number of shoots, the locations and how many channels the content is for. After a free first conversation, we agree the scope, timeline and price before any work starts, so you know exactly what you’re paying for.