Editorial

Our lifestyle imagery should feel beautiful enough to appear in an interior design magazine, but comfortable enough to feel like an honest-to-goodness home in which people are actually living life. Our signature element is natural/organic light and shadow play - we want to give people the sense that our a little piece of our Australian habitat is spilling into their personal/interior habitat, wherever in the world they may be.

Images should feel bright without being too stark or cold, and uncluttered but with clear signs of REAL life and touches of attitude - pillows and throws shouldn't be perfectly arranged on couches; our props should reveal little signs of life like toys, magazines, books, et al. Lighting should be natural, not too evenly lit. Color grading should also feel natural and err on the side of warmth.

The people we cast should feel optimistic and smart, but charming and easy going, like a mate you want to invite over for a beer. We should represent a diverse range of genders, ethnicities, orientation, and lifestyles with who we cast. Wardrobe should be simple, think about what you naturally wear around the house. Poses and expressions should follow suit - no one should be overly happy or intense to the point where it feels fake... poses should be casual and even unexpected when the opportunity presents itself (think someone laying on a couch facing the cushions instead of the camera, or slouching in a chair while reading) as long as it doesn't feel forced or like we're trying too hard to be funny.

In general, photography should feel premium without feeling over-produced. An authentic moment, captured in a documentary-style moment with