On Set: DAKS AW26

One of the things I love most about working in a creative industry is getting to see other talented people at work.

I spent the day on set for the DAKS AW26 campaign shoot, this time very much on the client side — watching the team bring the campaign to life rather than being behind the creative direction myself.

There is always something inspiring about being on a shoot. The location, the lighting, the styling, the makeup, the tiny adjustments between shots and all the people working behind the scenes to create the final image.

And, as always, I found myself photographing the details in between.

Watching it come together.

What looks effortless in the final campaign is the result of so many different people, details and decisions coming together behind the scenes. From lighting and styling to hair and makeup, it’s fascinating watching each part take shape throughout the day.

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The details in between.

Shoot days are long, busy and full of moving parts, but I always come away from them feeling creatively recharged. Even when I’m there as the client rather than creating the campaign myself, there is so much to absorb from watching talented people do what they do best.

And often it’s the moments around the main event — the location, the conversations, the details and the atmosphere — that I end up remembering most.

— Sam