Commercial photography is all about creating images for other businesses to sell their product. Whether it's making a burger look irresistible or capturing a car's sleek lines, commercial photographers help businesses connect with their customers through powerful visuals. If you're curious about breaking into this field or just want to understand what goes into those stunning ads you see everywhere, here's a breakdown of the main types of commercial photography.
Pet Photography
Pet photography for commercial use is different from those cute Instagram images. You might be shooting for pet food brands, veterinary clinics, pet products, or animal shelters. The challenge is getting animals to cooperate while maintaining a professional look.
Patience is your most important tool here. Animals don't take direction like human models, so you need to be ready to capture the right moment when it happens. Many pet photographers work with treats, toys, and sometimes the pet's owner just off camera to get the animal's attention.
Fast shutter speeds are essential because pets rarely sit still. You'll typically need a faster shutter speed to freeze motion. Natural light works beautifully for pets, giving their fur texture and their eyes that sparkle.
Key Technical Elements
Continuous autofocus modes help track moving subjects
Get down to the pet's eye level for more engaging shots
Soft, diffused lighting prevents harsh shadows and keeps pets comfortable
Drinks and Beverage Photography
Beverage photography is all about capturing freshness and appeal of the drink. Whether it's a bottle, a craft cocktail, a cold beer, or a perfectly pulled espresso, your job is to make drink irresistible. The condensation beading on the glass, the bubbles rising in champagne, the foam art on a latte. These details tell the story.
Lighting is key in this genre. Backlighting works beautifully for drinks because it highlights the liquid's color and creates that luminous glow. Side lighting can emphasize texture and carbonation. Most beverage photographers use continuous LED panels or strobes with large softboxes or diffusion sheets to control reflections on glassware. You'll often see photographers using reflectors to add highlights and fill cards to manage the glass edges.
Styling also plays a very important role in drinks photography. We asked Vijey Mohan, a commercial food and beverage photographer in LA, to share his perspective on his genre "Lighting is everything, but styling can make or break the shot. You need to think about every detail like the props, ice, foam, garnish and condensation because the drink has to feel alive and freshly made. Clean glassware, perfect ice cubes, strategically placed condensation and a simple garnish can elevate a cocktail from ordinary to irresistible. I always keep multiple options for glassware and garnish so I can immediately replace it if the drink or garnish loses its freshness."
Key Technical Elements
Use backlight or side light to make liquids glow and show carbonation.
Props and backgrounds should complement, not compete with the drink.
Styling cant be the difference between a good and bad image.
Automotive Photography
Car photography is about capturing power, elegance, and aspiration. Whether you're shooting for a dealership, a manufacturer, or an automotive magazine, the goal is to make viewers imagine themselves behind the wheel.
Location matters tremendously here. An SUV looks natural on a mountain trail. A luxury sedan belongs in an urban setting with clean architecture. Sports cars demand dramatic backdrops. The environment tells part of the story.
Lighting for automotive photography can get complex. Many photographers use a technique called light painting, where they use long exposures and literally paint the car with light sources during the shot. This gives you complete control over reflections and highlights. For studio work, large softboxes and scrims help manage the reflective surfaces of car bodies.
Key Technical Elements
Polarizing filters reduce unwanted reflections on windows and paint
Shoot during golden hour for outdoor shots with warm, flattering light
Use a tripod for sharp images, especially during long exposures
Portrait Photography
Commercial portrait photography covers everything from corporate headshots to lifestyle brand imagery. Your subject might be a CEO who needs a professional headshot, a model showcasing fashion, or everyday people representing a brand's target audience.
The key difference between commercial portraits and personal portraits is intent. Commercial portraits need to convey a specific message or brand identity. A law firm wants their attorneys to look trustworthy and professional. A fitness brand wants energy and vitality. You're not just capturing a person but also embodying what they or their company represents.
Lighting setups vary widely depending on the mood. Classic corporate headshots often use a three-point lighting setup with a key light, fill light, and backlight for dimension. Editorial or fashion portraits might use more dramatic lighting with stronger shadows for visual interest.
Key Technical Elements
Use focal lengths between 85mm to 135mm to avoid distortion
Position your key light at 45 degrees from the subject for flattering shadows
Direct your subject with clear, confident instructions to get natural expressions
Lifestyle Photography
Lifestyle photography shows products or services in real-life situations. Instead of a watch on a white background, you see it on someone's wrist as they work on a laptop at a coffee shop. This type of commercial photography tells a story and helps potential customers visualize the product in their own lives.
Authenticity is what makes lifestyle photography work. Even though these shoots are staged, they should feel natural and relatable. This means working with models who fit the brand's demographic, choosing realistic locations, and capturing genuine interactions.
The technical approach here leans toward documentary-style photography. You want everything to look effortless, which ironically takes a lot of effort to achieve. Many lifestyle photographers prefer natural light and minimal post-processing to maintain that authentic feel.
Key Technical Elements
Scout locations that match your brand's aesthetic and story
Use wider apertures to separate subjects from backgrounds
Capture candid moments between posed shots for genuine reactions
Getting Started in Commercial Photography
Each type of commercial photography requires different skills, equipment, and industry knowledge. The good news is that many techniques overlap. Master lighting fundamentals, learn to work with clients, and develop your eye for composition, and you'll have a foundation for any commercial photography niche.
Start by choosing one category that interests you most. Build a portfolio, understand the clients in that space, and learn what makes successful commercial images in that field. Commercial photography is competitive, but there's always demand for photographers who can deliver consistent, high-quality work that helps businesses achieve their goals.