Part 2: Building the Creative Direction

This is the story of how inspiration became a clear and aligned creative direction.

Welcome back to this 3-part series where I take you behind the scenes of our most recent brand campaign portrait shoot—through the lens of a conscious creator. I’m walking you through my process of creating campaigns that reflect our true essence.

In Part 1, I shared the personal and emotional evolution that led me to a place of readiness—to be seen for who I truly am. This post builds on that story. Today, I’m sharing how I translated that internal clarity into a visual direction—through the deck we used to guide the shoot.

This guide is especially helpful if you’re a solo entrepreneur, creative visionary, or artist looking to craft a shoot that authentically reflects who you are, inside and out.

Let’s begin.

STEP 1: Find the Main Image

Every shoot I do begins with one anchor image—the one that holds the energy I want to express. I don’t go searching for it. I let it come to me. I’ve learned to trust that part of the process.

It always arrives.

Image Source Unknown – Possibly Mango 2023 Campaign

This image became the foundation for the entire shoot. I loved everything about it: the clean background, the minimal-yet-bold styling, and the feeling of quiet confidence.

That feeling was the essence I wanted to channel.

STEP 2: Pull the Swipe

From there, I created a Pinterest board filled with images that aligned with the mood, energy, and essence of the shoot.

Once complete, I pulled my final favorites into a desktop folder to keep everything in one place.

Screenshot of inspiration swipe – all images sourced from Pinterest

STEP 3: Create the Deck

I use Keynote to build all of my creative decks. I keep the layout simple and clean—focused on clarity and intention.

Here’s the structure of the deck I used:

• Title: Name of the shoot + brand name or logo

• Essence: A curated mood board that captures the energy of the entire shoot

• Location: Photos and details of the space we’re shooting in

• Styling: Outfit references to help guide wardrobe choices

• Hair & Makeup: Visuals to align your beauty look with the mood

• Shot List:

  • Shot 1: Close-ups (shoulders and up)

  • Shot 2: Mid-length (torso and up)

  • Shot 3: Full-length (head-to-toe)

  • Details: Visual textures or props that reflect your brand essence

• Thank You Page: A simple thank you slide with your logo or personal note

Creative Direction Deck Breakdown

STEP 4: Pre-Production Prep

Here’s how I prepared logistically and energetically before shoot day:

• Styling: I shopped my closet first. I always feel best when I’m wearing pieces I already love and feel like myself in. I only added a couple of new items—like a fresh white button-down—when needed.

• Makeup: I rarely buy new makeup, but for shoots, I recommend investing in quality foundation and a fresh lip color to feel polished and camera-ready.

• Hair & Nails: I got a fresh haircut—a long bob—with clear direction to my stylist: “I need this to feel right immediately.” I also recommend a simple manicure to feel clean and confident.

• Steamer: Bring one. Steamed clothes = polished shots. Bonus if you get pieces dry-cleaned beforehand.

• Props & Printouts: If you're incorporating props or visual assets, prep them early. I always print my deck and tape pages to the wall on set—it keeps the vision front and center.

• Pre-Production Call: A week before the shoot, I had a call with my photographer and anyone else involved. This helps avoid any miscommunication on the day-of.

• The Night Before: Pack everything ahead of time so you’re not scrambling in the morning.

• The Morning Of: I start my day slowly with morning pages, juice, matcha, quiet time to ground. This is key to staying regulated and present. Be sure to leave earlier than you need to find parking and (again) to not be stressed or frantic trying to get to the shoot location.

At this point, your vision is locked in. You’re prepared both creatively and logistically.

In Part 3, I’ll walk you through what to do on set and how to approach post-production and sharing your images.

x Amanda

PS: If you're seeking to create a brand campaign that feels like you — one that reflects your truth and your embodied essence — I'd love to support you in bringing that to life.

Book a discovery call to begin crafting the creative direction for your own brand campaign shoot here → Schedule today.

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Amanda Chase is the Founder, Creative Director, and Editor-in-Chief of Substance—a platform empowering female creatives with the tools and resources to build a life and business that reflect their inner dreams and desires. Through conscious creative mentorships, group coaching programs, a global online community, workshops, creative partnerships, podcasts, and editorial content, we educate and inspire all creatives to bring their dreams to life.