Morning Linen — A domestic first-light setting on folded cloth. Reads as calm and unhurried; the negative space above the product is deliberately kept clear for a headline. Best for Ceramics, mugs, tableware, soap, anything with a matte surface
Evening Shelf — A deep, lamplit interior. The product is the only lit object in a dark room — the strongest direction for anything in amber or coloured glass. Best for Bottled skincare, oils, fragrance, preserves, anything in glass
Desk Ritual — Hard window light with moving blind shadows. Graphic and awake — the one that stops a scroll rather than soothing it. Best for Stationery, notebooks, pens, tools, flat goods
Cold Pour — Wet slate, condensation and a cold rim light. Clinical in the good way — the direction that makes a formulation look like it works. Best for Serums, gels, cleansers, drinks, anything that should read as fresh
Wick Light — Dusk at a window with a live flame. The only direction where something in frame genuinely moves on its own, which is what makes it read as filmed. Best for Candles, matches, incense, anything with a flame or a plume
Paper Run — A seamless colour sweep and hard studio light. Flat, bold and graphic — built for paid placements where the product must read at thumbnail size. Best for Cards, packaging, boxed goods, colourful ranges