Q&A: Behind the Scenes on a Product Photography Shoot
BEHIND THE LENS:
PRODUCT PHOTOGRAPHY AND VIDEOGRAPHY FOR AIRWEAVE’S AMERICAN LAUNCH
A Conversation with Lauren on Creative Direction, Precision, and Cultural Translation
When Japanese mattress company Airweave decided to expand into the U.S. market, they needed more than product shots—they needed a visual story that would resonate with American consumers while honoring their heritage. We set out to capture both lifestyle and product content that would translate Airweave's philosophy of rest and rejuvenation for a new audience. In this conversation, Lauren pulls back the curtain on the creative decisions, technical challenges, and collaborative process that brought this project to life.
Q: This was a product-focused shoot, which is different from your usual architectural and hospitality work. How did you approach it differently?
A: The biggest shift was the precision required. With architectural work, you can fix small details in post-production, but with product photography and video, everything needs to be perfect in-camera. We had to ensure the mattress looked flawless from every angle because video editing doesn't allow you to photoshop out wrinkles or imperfections later. That meant constant attention to styling—smoothing, adjusting, making sure every shot was pristine before we pressed record.
“It’s very collaborative. He might see something through the lens that sparks a new idea, or I might suggest an adjustment based on what the client needs. It’s a constant dialogue.”
Q: You and Arturo work as a creative duo. How do you divide responsibilities on shoots like this?
A: Arturo is behind the camera, so he's responsible for composition, lighting, and the technical execution. I'm typically managing the broader production—coordinating with talent, communicating with the client, keeping us on schedule, and making sure all the shots align with the creative brief. But we're constantly talking throughout the day. It's very collaborative. He might see something through the lens that sparks a new idea, or I might suggest an adjustment based on what the client needs. It's a constant dialogue.
Q: What's the difference between creating content that sells versus content that resonates?
A: Content that sells is often very literal—it shows the product, demonstrates its features, checks boxes. Content that resonates tells a story or evokes a feeling. With Airweave, we weren't just showing a mattress; we were creating a mood around rest, comfort, and quality of life. That's what makes people stop scrolling. That's what makes them remember the brand. The best commercial work does both—it serves the business objectives while creating something people actually want to engage with.
Q: What surprised you most during this shoot?
A: How much the small details mattered. A wrinkle in the sheet, the way light hit the mattress texture, the exact angle of someone's head on a pillow—these tiny elements completely changed the feeling of a shot. It reinforced for me that product work is this incredible exercise in precision. Every single element has to be considered because there's nowhere to hide. It's all right there on screen.
Q: How has doing projects like this influenced your approach to your other work?
A: It's made me more meticulous across the board. That attention to detail—making sure everything is perfect in-camera—has carried over into our hospitality and residential shoots. We've always cared about quality, but product work demands a different level of precision that's honestly made us better photographers and directors overall.
Ready to bring your product or brand to life through elevated visual storytelling? Whether you're launching a new product line, refreshing your brand imagery, or need content that truly resonates, we’d would love to collaborate with you.
Q: Walk us through the pre-production process. How did you plan for efficiency on shoot day?
A: We created an incredibly detailed shot list—every single angle, talent position, equipment setup, and timing was mapped out in advance. Our producer was instrumental in this, breaking down the day into precise time blocks for each shot. This level of planning is essential when you're working with talent, a full crew, and tight deadlines. You can't afford to figure things out on the day. Having that roadmap allowed us to stay creative within a structured framework.
