+230%

Conversions over the same period

+284%

Increase in ROAS

Taking a chance to redefine what photography approach was possible for Blunt, winning 4x photoshoots to unlock a new style but also generate +163% ROAS over the same period.

The problem

Blunt Umbrellas is celebrated for its premium, windproof designs, but their existing marketing imagery felt overly polished—lacking the relatable, real-world energy today’s audiences crave. The brand wanted to retain its high-end appeal while becoming more approachable. Yet, with no established street-style visuals or informal brand photography, they needed proof that a fresh, more spontaneous look could still highlight Blunt’s distinctive quality and durability.

Key Challenges

Maintaining a sense of elegance while shedding over-produced visuals, balancing premium vs relatable.
Demonstrating everyday use, showing Blunt Umbrellas can withstand real urban conditions rather than staged studio shoots.
Winning client buy-in, convincing them to invest in a new photographic style, and the me to produce it.

My Roles

Proposed a test shoot that secured four additional photoshoots with Blunt.
Conceptualised, directed, and photographed each shoot, from ideation to final imagery.
Ensured visuals were transformed into high-performing static ads that significantly improved ROAS.
Project management of creative processes, ensuring timelines and budgets stayed on track.
Delivered premium-quality shoots with the minimum possible crew, always just myself, the camera, and talent.

Key Decisions

I decided to show, rather than just tell, by creating a small-scale sample shoot.
- Immediate Proof of Concept: Demonstrated how a more natural, street-style look could still feel premium.
- Reduced Risk: Allowed Blunt stakeholders to see concrete results before committing to a full series of shoots.
- Paved the Way for Multiple Projects: Once they saw the impact, Blunt commissioned four additional shoots using this approach.
Aware that Blunt aimed to grow in key markets such as New York and London, I intentionally styled my street-style photos to evoke big-city energy:
- Aspirational Look & Feel: Used dynamic angles, bustling streetscapes, and modern architecture to convey a cosmopolitan vibe.
- Forward-Looking Brand Positioning: Helped Blunt visualise its product seamlessly integrating into iconic city lifestyles beyond New Zealand.
- Consistent Brand Identity: Ensured that while the aesthetic hinted at NYC or London, core Blunt brand values such as durability, style, and reliability remained clear.

To move away from overly staged visuals:
- Real-World Environments: Chose iconic city backdrops and everyday settings to capture the umbrellas in true-to-life use.
- Spontaneous Energy: Directed models to interact naturally with their environment. Striding confidently through streets, navigating windy spots, enhancing motion, while retaining Blunt’s premium image.
- Colour & Personality: Showcased vibrant umbrella designs against urban textures, highlighting how Blunt stands out in everyday life.
After the shoots, I repurposed the content for paid channels:
- Fast Iteration: Leveraged raw, authentic visuals to produce multiple ad variations on tight timelines (and budgets).
- Compelling Static & Graphic Ads: Combined lifestyle photos with clean typography and subtle design elements to maintain brand cues.
- Performance Focus: Closely tracked click-through rates and conversions, refining creative on the fly to keep acquisition costs low.