Annecy for TUI Lakes & Mountains
This Field Note documents a destination photography assignment in Annecy, produced for TUI Lakes & Mountains following the destination’s reintroduction into the programme. The imagery was commissioned to re-establish Annecy as a key location within the offering and to support its role within newly launched multi-destination holidays.
The assignment focused on producing destination-led imagery that reflected everyday life within the resort. Rather than using professional models, the work adopted a documentary approach, photographing people already present in Annecy as they moved through public space and daily routines. This allowed the imagery to convey atmosphere and authenticity while maintaining anonymity, positioning the destination as lived-in rather than staged.
Photographing Annecy in this way required attentiveness to rhythm and observation. Images were made across the town and lakeside, capturing movement, pause, and interaction without directing subjects or interrupting activity. The intention was to show how visitors experience the destination organically — through walking routes, cafés, waterfront spaces, and transitions between town and landscape.
The shoot was delivered end to end, from destination coverage on location through to image selection, post-production, and retouching to publication standard. The resulting image set was created as core destination content and made available within TUI’s Digital Asset Management system for long-term use across the brand.
To support the technical demands of working responsively in public space, professional equipment was sourced through Nikon Professional Services, allowing flexibility across changing light conditions and environments.
At launch, all destination imagery on the website was drawn from this shoot, establishing a consistent visual reference for Annecy within the programme. The imagery has since been recognised internally as best in class and remains available for ongoing use in perpetuity. Rather than emphasising spectacle, the work establishes Annecy as a destination shaped by pace, place, and everyday experience — designed for longevity rather than momentary promotion.