Modern Set Design for High-End Product Photography: A Creative Case Study

May 13

Overview

In 2023, I had the opportunity to collaborate with Assurance Labs on a bespoke product photography campaign for their newest launch: the Fioré product line. The team, led by Sara, reached out to create visually compelling imagery to support Fioré’s debut across both digital and print platforms.

Concept & Set Build

The creative direction was open-ended, giving me full freedom to develop a look that would align with the Fioré brand—elegant, refined, and just a touch of the unexpected.

I began my process by collecting reference images and mood boards, blending various visual elements from different sources to build something entirely unique. This phase is all about exploration—taking inspiration from many places and reimagining it through a new lens.

For the set, I handcrafted walnut wood blocks to serve as risers, which introduced a sense of natural warmth and contrast. I also sourced stone surfaces from a local countertop supplier, adding organic textures that elevated the products without overwhelming them.

When it comes to product styling, I don’t believe there has to be a strict formula. The best setups often come from testing, experimenting, and going with what feels right in the moment. Whether it’s the interplay of textures or the balance of props, I adjust and refine on the day of the shoot to find the perfect composition..

The Shoot

With a single-day schedule, efficiency was key. I delivered a full suite of high-resolution product images, including multiple crop options in both vertical and horizontal formats. This gave Assurance Labs plenty of flexibility across their marketing channels—from social media to print advertisements and everything in between.

Lighting played a critical role. I used a combination of scrims, diffusion panels, and careful light shaping to minimize post-production compositing. Particular attention was paid to reflective items, like the stainless steel cartridge pen, ensuring reflections were controlled and the glow of the product liquid was enhanced without distraction.

The final setup featured a curated mix of stone and wood elements, paneled backdrops, textured fabrics, gold rings, and even crystal spheres—each contributing to an atmosphere of quiet luxury and a subtle sense of wonder.