Creating Standout Brand Photography

Since 2019, Bonfe has turned to Upswing to create standout content for plumbing, electrical, drains, and HVAC — from eye-catching TV commercials to memorable radio ads. Fast forward to 2024, and their new marketing campaigns demanded something fresh: human-centered brand photography that showcased Bonfe as premium, professional, and spotless. The problem? Their photo library didn’t have what they needed to match this elevated vision. That’s when they called in Upswing to build an entirely new collection of photos to bring their campaigns to life.

Building a full library of strategic, high-quality brand photography is no easy feat—it’s a creative challenge and logistical marathon rolled into one. Think extensive planning, scouting the perfect locations, coordinating dozens of actors, and handling all the behind-the-scenes details. For this shoot, we weren’t just capturing lifestyle and action shots; we were also gathering employee headshots and candids, which meant getting even more people involved—many of whom had never been in front of a camera before. We knew we had to nail the creative planning, so our video team hit the ground running.

After locking in versatile locations, assembling a stellar cast of actors, and mapping out a shot-for-shot schedule that met all of Bonfe’s needs, we were ready to roll. Over an intense two-day shoot, we captured dozens of lifestyle moments, action-packed shots, and authentic candids of Bonfe employees. The result? A library of imagery that highlights relatable environments, genuine interactions, and the approachable personality every HVAC company needs to connect with homeowners.

The fast-paced schedule and jam-packed shoot days were worth their weight in gold! We created a stunning library of images to will power Bonfe’s new digital and print campaigns, bringing their vision to life like never before (and a few silly outtakes for the Upswing socials).