Commercial Brand Photography for South Park Mall in Charlotte NC | Professional Holiday Marketing Photos for Luxury Shopping Center
- Ginny Williams
- Jun 25
- 4 min read
Updated: 2 days ago
As a brand photographer, I've worked in many exciting locations with many different types of clients, but my recent commercial branding shoot with South Park Mall in Charlotte, North Carolina was definitely one of my favorites and one of the more unique branding shoots I have done.
Nestled in a large city known for its vibrant shopping, dining, and craft beer scene, South Park Mall transforms into a winter wonderland over the holiday season, complete with twinkling lights and lovely Christmas decorations.
Commercial Brand Photography for Charlotte's South Park Mall
My mission was to not only create stunning visuals for their 2025 holiday marketing campaign but also to capture the heart of the holidays at one of Charlotte's leading shopping destinations.
This shoot happened 2 days before Christmas in 2024 so a year before the photos would be used. Planning way ahead is such an important strategy in any good marketing campaign.
The main objective of this commercial branding photography shoot was to create beautiful holiday marketing images ready for a variety of platforms, such as social media, website, and print advertisements for the 2025 holiday season.
Their vision was to have the images reflect the energy and joy of the season, showcasing the luxury mall, and the hustle and bustle of holiday shoppers. They wanted the photos to include holiday decor such as Christmas trees, ornaments, wreaths, and signage.
They also wanted some shoppers to appear out of focus, or "in movement". As an experienced photographer, that was no problem. I knew exactly what they meant and how to execute their vision. I used a tripod and just lowered my shutter speed a lot so the shoppers would be out of focus as they were walking around. This is also how nature photographers get those smooth looking waterfall shots.
Setting Up for a Successful Commercial Brand Shoot
Before diving into the photography itself, I took time to scout different locations throughout the mall, seeing what angles would be the best and what kind of holiday decor was on display. I also focused on making sure there weren't too many shoppers in the photos as it would be distracting.
Since natural light would be limited due to the lack of windows throughout the mall, I brought my tripod and shutter release remote so I could control my lighting and concentrate more on composition. I was prepared and ready for any crazy lighting situation as you never know what to expect sometimes on a shoot.
Once I nailed down the specific locations I wanted to focus on, I got in my zone. All of the security guards knew I had permission to be there taking photos, so nobody gave me a hard time. Of course some shoppers came up to me and asked what I was doing which I'm used to. A big camera always get peoples attention.
South Park Mall is more than a shopping center; it’s a gathering place where locals come together to shop, dine, socialize, and celebrate. I focused on capturing real-life moments—like shoppers holding colorful shopping bags, conversing with friends and family members, and interacting with holiday displays. It was so fun being in the mix of everything and capturing the hustle and bustle of Charlotte Christmas shopping season!
A Really Unique Brand Shoot
As a brand photographer, I find immense joy in collaborating with local businesses and entrepreneurs. As a husband and wife team, working with local creatives, entrepreneurs, and small business owners allows us to contribute to our community and support its growth.
Our passion is helping local businesses replace their outdated iphone photos with polished and professional new brand photos that they can use to attract their dream clients and make more money for themselves and for their families. It's a domino effect.
Niche-ing down into this newer genre of photography has been one of the best decisions Matt and I have done in our business. We do family portraits too of course, which we LOVE and will never stop doing, but the main part of our business these days is definitely the brand photography. We get to express our creativity through visual storytelling by capturing the essence of each brand and business that we serve. This niche of photography is all about building relationships - forming connections with business owners and understanding their vision and goals.
The commercial brand photography projects we receive are always truly unique, with no two being alike. This includes those larger local businesses like South Park Mall. We are thrilled to add their name to our roster of brand clients.
For these larger commercial photography contracts, we provide custom quotes due to the typically extensive scope of the projects. While personal branding clients select from two collections, our commercial brand clients receive a tailored quote. If you are looking for commercial brand photography for your business in the Charlotte, North Carolina area, CLICK HERE!
Collaborating with a Commercial Branding Photographer
Partnering with a skilled commercial photographer can elevate your brand photography significantly.
A professional offers extensive experience and creativity that can enhance your ideas.
Communicate your vision. Effective collaboration relies on clear communication. Be specific about your goals, preferred styles, deliverables, and any concepts you have in mind. This dialogue helps the photographer understand your vision and results in imagery that resonates with your brand identity and marketing goals.
TIP: I recommend having a shot list, deliverables needed, and inspiration pictures ready to go before you even reach out to a photographer!
Book Your Charlotte Brand Photography Session!
Are you a small business owner or creative entrepreneur in the Charlotte, North Carolina region looking to boost your online presence with dynamic images that perfectly showcase your business? I would love to connect and explore how we can work together on your project.
Let's chat! Inquire here or send a message directly to: info@williamsphotography.co and I will get back to you within a few hours!
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