I recently shot marketing and lifestyle images for Frank Morgan’s American Swimwear, a startup company based in New York, whose brand focuses on the young, twenty-something crowd. As you can guess, a company’s website needs more than its e-commerce shots to sell the product. Having lifestyle photos which project the image that the company is targeting can really enhance the website. A strong intro shot draws customers to the site, where the e-commerce shots will then provide the necessary product information.

For our shoot, we first shot the e-commerce images in the studio, and then ventured out to the beach to shoot the lifestyle images. It was a typical gorgeous day on the beach in Miami: blue skies, turquoise water, white sand. Clearly we had a lot of beauty to work with, including the designer’s sister who flew down from New York to be our model.

The images we shot outside were to be used for banners and intro on the company’s website, so they needed to have ample room for cropping, placement of text, the company’s logo, etc. Here are four of my favorite photos from the shoot.


The following photos were shot to be used as intro photos on the company’s webpage. With the brand’s focus on a youthful crowd, these images are intended to be young, playful, and flirtatious.

This photo was shot with the purpose of being used for a banner on the company’s website. It allows room for cropping into a narrow, horizontal image without eliminating any of the crucial components of the photo.

Here are two examples of how photos can be used as intro shots on a website. Space was purposely left on one side of the photo to have a generous amount of room for the necessary text.

Here are two examples of how photos can be used as banners on a website.