When style meets substance, magic happens. For the “Fenton” campaign, Scott Lowden Photography didn’t just capture a project—they crafted a visual experience. Where lifestyle intersects with luxury, these images don’t just tell a story; they create a feeling. Blending high-fashion flair with everyday authenticity, this campaign redefines what it means to capture the essence of a place. The result? A Gold-winning masterpiece that stands out in a sea of expected residential advertising photography.
By: Scott Lowden, Photographer, Scott Lowden Photography
When you have a great client, agency, and crew, alchemy happens. This was certainly the case with the Fenton campaign, which showcased the grand opening of a mixed-use development in Cary, North Carolina. We created elevated but playful lifestyle imagery, and I’m honored that this project has been recognized as a 2024 Gold Graphis Photography Award winner.
I was brought on to the project with long-time collaborators House of Current, an Atlanta branding agency. We’ve worked together on many successful projects over the years and have developed a great working relationship with a shorthand regarding creative development and execution. My love of walking the line between lifestyle and fashion imagery is on full display with the Fenton campaign.
My approach to all projects is defined by the philosophy that “photography is a team sport.” Without question, my goal is to work closely with the creatives and the clients. In this case, the clients, the agency team, and my crew were all aligned, guaranteeing a successful shoot, even with inevitable challenges.
Another big part of any project’s success is planning. Thanks to solid direction from the agency, I had a head start. Our pre-production covered all aspects of our project. I traveled to the location two days before the shoot for a creative location scout. I explored every opportunity to capture the dynamic shots we needed, focusing not only on composition and background but also on the light and sun position. Finding the right light is as essential as creating it. Our second prep day was dedicated to continuing the tech scout with my team to finalize lighting and logistics. We also had a pre-pro meeting, including a wardrobe review, to ensure a smooth shoot.
I used continuous lighting in this shoot for several reasons. First, due to our need for video, and second, my love of shooting in bursts to capture those amazing in-between moments. That’s where the authentic magic happens. And in this case, we made a lot of that magic for Fenton. We successfully captured 14 scenarios in both stills and video in a day and a half. Overall, the shoot was successful, winning client accolades and several awards. It was a nice confirmation that my process, planning, and smashing together of lifestyle and fashion brings an authentic yet stylish vibe to a client’s brief.
Scott Lowden is a photographer making commercial and fine artwork. As a habitual traveler, Scott imbues his photographs with a sense of place. His photography has been recognized through numerous awards. He has also presented his work in solo and group exhibitions and self-published several books and mail art projects. With over 20 years of experience, he has shot campaigns for some of the world’s most recognizable brands. His career launched with a focus on still life, after which he dedicated several years to directing and creating festival-worthy short films. Today, Scott combines all these varied experiences to bring his characteristic cinematic approach to lifestyle photography.
