Case Study: Amazon Now

Brief.

Hunt & Gather, a long-standing repeat client, commissioned me on behalf of Amazon Fresh UK to support the launch of Amazon Now, a new quick-commerce service delivering everyday essentials in as little as 30 minutes.

The photography was required to support a national PR announcement and rollout, working across Amazon’s owned channels, paid media, and press. The imagery needed to communicate speed, convenience, and trust, while still feeling considered, human, and credible at scale.

This wasn’t a single-image brief. The requirement was a flexible, high-performing image library that could be deployed across multiple formats and narratives - from lifestyle kitchen scenes to product-led compositions, without visual drift or inconsistency.

A significant part of the brief sat upstream of the shoot itself. Pre-production, art direction, and food styling needed to be tightly controlled to ensure clarity, brand alignment, and speed of delivery once production began.

Approach.

I led the project as a full food photography commercial production, with detailed pre-production in place well ahead of the shoot day, including a production deck, shot planning, and close alignment with both Hunt & Gather and Amazon Fresh’s PR teams.

Food styling and set dressing were treated as core components of the work, not secondary considerations. Everyday products were styled deliberately to feel natural and accessible, while still reading clearly on camera and holding consistency across multiple setups, backgrounds, and brand narratives.

The shoot was structured as a single-day, multi-setup production, moving efficiently between lifestyle kitchen scenes at the kitchen studio, product groupings, app-led moments, and delivery narratives. Each setup was designed to serve a specific use case - from press imagery to digital placements, all whilst remaining visually cohesive as part of a wider system.

The resulting commercial food photography formed a core part of the Amazon Now launch, supporting national PR coverage, digital rollout, and ongoing brand communications. The image library was delivered efficiently, deployed immediately, and built to perform across formats, platforms, and future extensions.