Biography / Contact
Iain’s expertise lies in combining his stills photographer’s eye and attention to detail with a filmmaker’s storytelling and technical understanding of what it takes to achieve ‘Content that is King!’
With a stills background shooting beauty, fashion lifestyle, product and provenance Iain has collaborated around the world creating images for all types of brands including luxury, beauty, cars, food, fashion, lifestyle and everything in between.
An early adopter of stills to motion, he directed commercials for clients such as L’Oreal, Revlon, Pantene and Sony prior to the advances in technology that allowed his curiosity for all things technical and artistic, to push forwards and fall in love with the art of cinematography. Now Iain also produces, shoots and post produces films for brands and documentaries with independent production companies including the BBC.
Iain has an insight-led approach when it comes to delivering effective visual brand strategies, here’s what he has to say ….. “I’m often asked which is better, which is more effective, which do I prefer – video or stills? The answer is both. They are a different skill set but both are embedded in my DNA and I firmly believe both are important to a visual communication campaign.
In an ideal world, every campaign should be 360 degrees – time and money are precious, so shooting moving image and stills at the same time – or taking your stills from (4K) motion saves budget and time whilst maintaining synergy”.
“We know there has been an explosion of growth in video on social media. Views of branded video content have increased 99% on YouTube and 258% on Facebook between 2016/17 and on Twitter, a video Tweet is 6 x more likely to be retweeted than a photo.*(source) However, when looking at Facebook, the social channel 62% of marketers deem most important, 52% said video leveraged more results while 48% stated it was still images, so it would be fair to conclude that a combination of both mediums is the ideal.”
“Using video to engage with your audience is also no longer just about short form. YouTube has changed its algorithms to favour long form rather than the historic 2 minute sweet spot film. In 2016 only 29% of smartphone users watched videos longer than 20mins. In 2018, that figure had jumped to 54%. ‘Snackable’ content will continue to play a vital role in building brand awareness but brands that will win and ensure they thrive in the future are those who earn the love and loyalty by deepening engagement with their audience for more than a few minutes.” *(source)
“There’s a lot I could say about poor production quality, but I will keep it brief – 60% of consumers said that a poor online video experience would dissuade them from engaging with a brand. Advances in technology now allow me and my global work family to bring that high quality broadcast production and big brand vision to within every brand’s reach – no matter how big or small”.
Please get in touch to discuss how we can help create imaging for your brand that inspires your audience to engage and become loyal customers.
Editorial :Elle, Harpers Bazaar, Cosmopolitan, Marie Claire, In Style, Freundin, Penguin Books, Hodder & Stoughton
Stills Advertising : Givenchy, Revlon, Max Factor, Pantene, Head & Shoulders, L’Oreal, Estee Lauder, Boots, Superdrug, Avon, Nivea, Liz Earle, De Beers, David Morris Jewellery, M&S, Debenhams, Sassoon, Trevor Sorbie, Toni & Guy, Phillips Appliances, Bookham Harrison Farms, Tesco
TV Commercials : L’Oreal , Pantene , Revlon, Head & Shoulders, Sony
Motion Documentary : BBC - Dunkirk Little Ships, David Starkey - The Churchills, British Film Company - Spitfire The Feature Documentary, Stony Jumps Production - Long Journey Home, Tallboy Films - Lancaster (in production, cinema release 2020)
Post Production : Really Wild, Cotswold Collections