Creating Standout Brand Photography

Since 2019, Bonfe has been coming to Upswing when they need to develop knockout plumbing, electrical, drains, and HVAC content, from TV commercials to radio ads. In 2024, new marketing activations required human-centered brand photography that positioned Bonfe as premium, professional, and clean — but Bonfe’s photo library didn’t have the assets to match their new campaigns. They’d need an entirely new photo library to support their efforts, so they called Upswing in to help.

Creating a full library of strategic, high-quality brand photography is no small task. It requires extensive creative planning, scouting for multiple locations, and sometimes dozens of actors to get the job done, plus all the behind-the-scenes logistics. In addition to lifestyle photography and action shots, we’d be gathering employee headshots and candids, which meant coordinating more folks on set — many who’d never been part of a photoshoot before. We knew we’d have to be incredibly strategic in the creative planning phase, so our video team hit the ground running.

Once we found locations that included multiple sets, cast a group of actors, and created a shot-for-shot schedule that checked all of Bonfe’s boxes, it was time to dive in. Over the two-day shoot, we gathered dozens of lifestyle images, action shots, and candids of real Bonfe employees that showcased the relatable environments and interactions an HVAC company needs to position themselves as a friend to homeowners.

The quick turn and packed shoot days were worth their weight in gold: We delivered a comprehensive library of images that will bring all of Bonfe’s new digital and print activations to life (and a few silly outtakes for the Upswing socials).