AJOSEPO recently shot its second major jewellery campaign in Mayfair, London—and it was a huge success (if I do say so myself). But full transparency: it only ran so smoothly because I had already learned a lot from shooting our first campaign the previous year. That initial shoot came with its share of challenges, and I made sure to implement every lesson learned to make this one seamless.  

Our first campaign, shot in East London in the late summer of 2024, was a great start. We worked with Miro, our in-house photographer and videographer, and two incredible models—Shaska and Valeriia. We booked a hotel near St. Paul’s and shot six outfits per model around the City of London. It was ambitious—and exhausting. Despite location scouting, detailed mood boards, a hired hair and makeup artist (HMUA), and catering for the models, fundamental aspects still didn’t go quite right.  

So, I was determined to avoid those pitfalls for our recent ‘London In Motion’ campaign. The result? A seamless shoot. Here are the 10 essential tips I implemented to ensure your brand campaign runs smoothly—especially if you’re on a budget.  

One: Define Your Creative Direction
Before booking a studio or scouting locations, clarify your campaign’s creative concept. Consider the mood, colour palette, and overall aesthetic you want to convey.  

For AJOSEPO’s ‘London In Motion’ campaign, the creative direction focused on capturing the brand’s distinctly British essence. We blended elegant Mayfair cityscapes with modern, refined styling, allowing our jewellery to elevate the visuals. I knew I didn’t want a studio shoot—I wanted an authentic, location-driven campaign. I scouted quieter streets in Mayfair to avoid heavy footfall, giving us uninterrupted shots. However, we prioritised high-traffic areas like Piccadilly early in the day for iconic images to capture the city before it got too crowded.  
Pro Tip: Don’t just choose a location—strategically prioritise your shot list based on time, lighting, and foot traffic to maximise efficiency.  

Two: Choose the Right Location
Your campaign's setting plays a huge role in its visual appeal. Always select a location that complements your brand’s identity.  

For AJOSEPO, which offers curated, luxurious yet affordable jewellery, Mayfair was the perfect fit. Its refined aesthetic aligned with our clientele and brand image. Compared to our first shoot in the grittier City of London, Mayfair’s polished backdrop created a cleaner, more cohesive look.  
Pro Tips:
•    Luxury brands: Opt for elegant interiors, hotel suites, or heritage locations.  
•    Minimalist brands: Choose cityscapes, sleek architecture, or clean lines.  
•    Bohemian brands: Go for nature-driven backdrops—gardens, meadows, or the coast.  
•    Break the rules: If deliberately styled and curated, a gritty backdrop can still work for a luxury brand.  

Three: Build the Right Crew
The crew you hire can make or break your campaign. You need professionals who bring talent, collaboration, and the right chemistry to the table.  

I worked with models Anujin (Annie) and Pinky Cami Rosa for the' London In Motion' shoot. Annie and I had previously collaborated on AJOSEPO’s first Christmas campaign, and I knew she had great chemistry with other models—something that translates effortlessly on camera. Pinky, Annie’s friend, was equally charismatic and confident. This pre-existing friendship made their energy on set feel genuine.  

From a photography and videography perspective, I’m lucky that Miro (my partner) is AJOSEPO’s in-house photographer and videographer. Our creative synergy means I can communicate my vision clearly.  

For styling, I acted as the stylist myself—curating outfits from my wardrobe combined with key pieces needed to complete the looks.  
Pro Tips: If you’re building a crew from scratch:  
•    Models: Use platforms like Casting London. Always have video calls to assess their professionalism and fit. Create a model release form to secure full rights to the content.
•    HMUA: Use Freelancer Club and request mock-up trials. Or hire Jimena Lemck—she’s brilliant.  
•    Photographer/Videographer: Leverage TikTok and Instagram for talent. On a budget? Freelancer Club is a great resource.  
•    Stylist: If styling yourself feels overwhelming, hire a junior stylist or draw inspiration from Pinterest and Instagram to curate the required looks.  

Four: Select Models Who Reflect Your Clientele
Your models should represent your target demographic, making your campaign feel aspirational yet relatable.  

For AJOSEPO, which caters to professional women, I prioritise models with elegance and confidence. We styled them in sleek, sophisticated outfits with subtle jewellery to create an aspirational yet attainable aesthetic.  
Pro Tips:
•    Professional clientele: Style models in chic, workwear-inspired looks with understated jewellery. 
•    Eveningwear campaign: Go for bold makeup and elegant evening attire.
•    Casual/lifestyle shoot: Use relaxed, everyday outfits with minimal styling.  

Five: Style With Intentionality
Your wardrobe should enhance—not overshadow—your product. Keep the focus on the jewellery with clean lines, neutral tones, and minimal patterns.  

For ‘London In Motion’, we chose monochromatic and muted tones, allowing the jewellery to remain the focal point.  
Pro Tip: Always bring backup outfits and accessories. Sometimes, what looks great in theory doesn’t translate on camera.  

Six: Cross-collaborate with Other Brands
Strategic collaborations elevate your campaign and expand your reach.  

For the Mayfair shoot, I collaborated with Sade Amos, founder of Lae Lae London. When I spotted her minimalist clothing brand on Instagram, I was immediately drawn to its curated, slow-fashion aesthetic. After connecting over coffee, I incorporated Lae Lae London’s blazers and co-ords into the shoot, resulting in a powerful creative partnership.  
Pro Tip: Seek out complementary, emerging brands for co-branded content. It strengthens both brands’ visibility and creates fresh, compelling visuals.  

Seven: Secure a Comfortable Base
Ensuring your crew has a comfortable base makes a huge difference. If your shoot is far from home, book a hotel room—it provides space for styling, wardrobe changes, and breaks.  

I booked a room at The May Fair, a Radisson Collection Hotel, through Daybreak Hotels for our Mayfair shoot. This gave us access from 10 AM to 6 PM at a lower day rate. The convenience was worth every penny.  
Pro Tips:
•    On a budget? Let the crew use your home as a base if you’re shooting locally.  
•    Avoid vans: They’re pricey and inconvenient in Central London due to parking restrictions.  

Eight: Master Lighting and Composition
Lighting is everything. We prioritised natural, diffused lighting to avoid harsh shadows and highlight the brilliance of the jewellery.  
Pro Tips:
•    Lifestyle vs. product shots: Balance aspirational lifestyle images with clean, product-focused visuals.  
•    Incorporate movement:  Shots of models adjusting rings or clasping necklaces add visual interest.  
•    Framing techniques: Use the rule of thirds and frame through objects (e.g., flowers, windows) for depth and creativity.  

Nine: Capture Behind-the-Scenes (BTS) Content
BTS footage adds authenticity and provides valuable social media content.  

We filmed candid clips of the models getting ready, close-ups of the jewellery being styled, and creative moments in action. This gave us extra content for TikTok and Instagram Reels.  
Pro Tip: Ask your crew to capture their BTS footage and send it to you via WeTransfer for high-res quality. Always credit them when you post.  

Ten: Prioritise Comfort and Energy 
A well-fed, hydrated crew = better results. Bring water, fruit, and snacks to keep everyone energised throughout the day.  
Pro Tip: Small details—like having sweets or energy bars on hand—can make a big difference to your team’s stamina and overall morale.  

I hope these 10 tips help you plan and execute your next brand campaign confidently and precisely.  

Love,  Tofi Caroline Adedoyin