Shooting The Breeze is a photography blog by Gavin Jowitt, an award-winning Sydney-based photographer, offering valuable articles and advice on corporate, industrial, and architectural photography; life and photography in Sydney; and running a successful photography business.

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The Power of Lifestyle Product Photography

Product photography by Gavin Jowitt - Sydney photographer

The Power of Lifestyle Product Photography: Connecting with Consumers and Elevating Brands

A deep dive into the world of lifestyle product photography, with a focus on Victa Australia’s journey to creating powerful visual connections with their customers.


In today’s visual-driven world, lifestyle product photography plays an increasingly vital role in connecting brands with their consumers. By capturing products in their natural environments, lifestyle photography transcends the traditional product-on-white approach, evoking emotions and telling stories that resonate with customers on a deeper level. This article explores the power of lifestyle product photography and examines a case study of Victa Australia, a leading outdoor power equipment brand, to highlight the importance of quality photography in social media and in-store displays.

The power of lifestyle product photography

Lifestyle product photography elevates the experience of a product by showcasing it in use or within a context that potential customers can identify with. This allows for consumers to better visualise how the product fits into their lives, inspiring them to imagine themselves using it, and ultimately leading to increased engagement and sales.

Emotional connection

Lifestyle product photography creates an emotional connection between the consumer and the brand. It humanises products by capturing them in real-life situations, making them more relatable and appealing to a wider audience. This connection is particularly important in today’s digital age, where consumers are inundated with advertisements and crave authenticity from brands.


A picture is worth a thousand words. Lifestyle photography tells a story that traditional product images cannot. By showcasing products in a contextual setting, brands can craft a narrative that aligns with their target audience’s values and aspirations, allowing them to forge deeper connections and foster brand loyalty.

Social media and user-generated content

In the age of social media, lifestyle product photography plays a crucial role in engaging customers and driving user-generated content. High-quality images that resonate with consumers encourage sharing, amplifying a brand’s reach and creating organic exposure. These images also inspire consumers to create their own content featuring the brand’s products, further increasing engagement and brand awareness.

Victa Australia

Victa, an iconic Australian brand, has been a household name for over 70 years, specialising in lawnmowers and outdoor power equipment. As a company that understands the importance of staying relevant in a fast-paced digital world, Victa has embraced the power of lifestyle product photography to enhance its brand image and connect with consumers.

Social media strategy

Victa’s social media channels, particularly Instagram and Facebook, have played a crucial role in their marketing strategy. By showcasing their products in relatable, everyday scenarios, they have fostered an emotional connection with their target audience. This visual storytelling approach has enabled Victa to expand its reach beyond traditional marketing channels, attracting a younger and more diverse demographic.

In-store displays

Victa’s commitment to quality lifestyle product photography extends beyond their online presence. Their in-store displays feature eye-catching, high-quality images that capture the essence of their products in action. These displays not only draw attention to the products but also help to create a cohesive brand experience that seamlessly bridges the gap between online and in-store environments.


The power of lifestyle product photography cannot be underestimated in today’s visually driven world. Brands like Victa Australia have successfully harnessed this power to create emotional connections, tell compelling stories, and foster user-generated content that resonates with consumers. As the digital landscape continues to evolve, quality photography will remain an essential element in connecting with consumers and driving brand success.

You can see my work for Victa here.

About the author
Gavin Jowitt is an accomplished corporate communications and branding professional with over 30 years of experience as a creative director and photographer. Awarded Australian Commercial Photographer of the Year in 2019, Gavin has built a reputation for delivering high-quality photography that enhances stakeholder communication. Gavin works with a wide array of public and private sector clients, guiding them in creating versatile photography libraries while offering extensive corporate, industrial, and commercial photography services throughout Australia.

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As a professional Sydney-based photographer specialising in corporate headshots, I recognise the significance of top-quality images for building the professional profiles of your key personnel. My expertise is crafting professional headshots highlighting confidence, character, and professionalism.
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