Live Happy: A Campaign for TUI Lakes & Mountains
This Field Note documents a brand photography assignment in Zell am See, produced for TUI Lakes & Mountains as part of the brand’s first destination shoot. The imagery was created to establish a visual foundation for the programme, shaping how alpine summer destinations would be represented across digital platforms and marketing channels.
The assignment formed part of the initial visual rollout for the brand. Responsibilities included contributing to the shoot list, developing mood boards to define visual direction, and setting casting and wardrobe parameters to ensure consistency with the emerging brand identity. Model selection prioritised relatability and range, supporting the brand’s positioning rather than individual performance.
The shoot was delivered in collaboration with Komodo, who provided photography, video, and on-site production support. On location, the role focused on overseeing the shoot against the agreed shot list, guiding coverage and composition, and ensuring the imagery aligned with the intended tone and visual language. As this was the first shoot of its kind for the brand, particular attention was given to establishing a coherent visual baseline that could be carried forward into future productions.
Following the shoot, image selection, retouching, and final delivery were managed to publication standard. The imagery was prepared for use across brand channels, including the application of TUI’s visual identifiers, and housed within the brand’s asset library for ongoing use.Although initially produced as foundational brand imagery, the photographs were subsequently adopted as campaign assets as part of the Live Happy platform. The image set has since been recognised internally as best in class and renewed for continued usage, reflecting its longevity and effectiveness in establishing the visual tone of the programme.
