Behind the Scenes with Selfography
Working with Selfography, Vancouver’s premier self-portrait studio, was more than just another commercial production — it was an exploration of how to merge technical precision with the essence of a brand built on empowerment.
Who is Selfography
Selfography is a unique concept: a self-portrait studio designed to give people complete control over how they are seen. Clients walk into a professional environment equipped with backdrops, lighting setups, monitors, and cameras — yet they’re the ones holding the remote trigger, adjusting poses in real time, and shaping their own narrative.
The studio has quickly become a space for every kind of story: graduations, business headshots, maternity portraits, family shoots, even pets. Their promise is simple but powerful: instant delivery of professional photos — both digital and printed — wrapped in an experience that feels warm, inclusive, and accessible to all.
That DNA of autonomy and authenticity was the starting point for how I approached directing their commercial.
Directing the Production
The scale of this campaign demanded both artistic discipline and technical orchestration:
Cast: 14 members, representing the diverse faces and stories Selfography serves.
Crew: 7 skilled members, each focused on balancing speed and cinematic quality.
Multi-Cam Setup: Two simultaneous angles — one vertical, one horizontal — to ensure the content flowed seamlessly across both social and commercial platforms.
Lighting Design: A full 360° lighting effect production, engineered to feel both striking and natural, echoing the studio’s ethos of “professional but human.”
Every decision — from how we staged the cast to how we balanced the key lights — was made with Selfography’s brand in mind. This wasn’t just a commercial; it was a cinematic mirror of their values.
Impact
The result spoke for itself:
Over 500,000 viewers across social media, digital ads, and live events engaged with the campaign.
More importantly, the commercial captured Selfography’s soul — giving audiences a glimpse not just of what they do, but what they stand for: agency, inclusivity, and creative freedom.
Director’s Reflection
As a director, my role was to make sure the set didn’t overshadow the story. With Selfography, the story was already powerful: people reclaiming how they’re seen. My responsibility was to amplify that — through intentional lighting, patient framing, and a workflow that respected both the cast and the brand.
At the end of the day, Selfography’s campaign reminded me of why I step behind the camera: not just to create images, but to create cultures.
