The first two weeks of July were anything but quiet. A time we usually expect to be slow, no shoots, minimal movement turned out to be one of the busiest periods we’ve had in a while. Not one, not two, but four different shoots, each with its own story, its own product, and its own set of challenges.

We kicked off with a high-energy campaign for an activewear brand’s new collection, followed by a concept-led narrative series with the same brand. Almost simultaneously, we were also working on a shoot for a skincare label, and another for a Scandinavian jewellery brand known for its minimal, timeless pieces. Three brands, four distinct creative directions, and four different team members leading each project.

Every shoot begins with a clear intention, defining the direction we want to take, outlining the deliverables, and making sure we’re creatively aligned with the brand. Then comes the real puzzle: assembling the right team. This means tapping into our network of stylists, photographers, set designers, and crew- negotiating, coordinating, and pulling it all together within tight budgets and timelines.

Client approvals are the next mountain to climb. Sharing the creative approach, walking them through talent shortlists, production budgets, and timelines, and sometimes, gently nudging the budget up when the vision demands more. It’s a lot of back and forth, but the collaboration is what makes it exciting. Once we’re aligned, the gears shift into full production mode.

From briefing models and stylists to coordinating transportation, F&B, and on-ground logistics, every tiny detail counts. A lot of the work happens in the background: preparing call sheets and run sheets, aligning everyone on timelines, making sure people show up on time, and adapting in real-time when something doesn’t go to plan. There are always last-minute hurdles: a model backing out, a prop that doesn’t arrive, or something unexpected going off script. It’s messy. It’s stressful. But it’s also where the magic happens.

Because then comes the shoot day, the early call times, the buzz on set, the creative flow between people who may be working together for the first time, but somehow feel like they’ve always known each other. There’s coffee, chaos, laughter, quiet focus, and little moments in between shots that remind us why we love this.

And then finally, the best part, seeing the image come to life on screen. Sometimes it’s exactly what we imagined. Sometimes it’s better. That moment makes every sleepless night, every spreadsheet, every frantic phone call absolutely worth it.

We’re reminded that production isn’t just about the final output, it’s about the people who come together to make it happen. And that’s the part we’ll never take for granted.