Inspiration for unconventional product photography.

Making a new products recognizable and memorable in the 3-inch-wide, 20-millisecond-scoll-pause window we operate in takes something unexpected. Making it on-brand and attractive takes a little magic, and a lot of planning–or luck. At FINEX we needed all of the above to emphasize our brand’s design focus and our cookware’s iconic shapes while immediately differentiating it from the sea of lower-cost cast iron on the market. One style I developed was Useful Sculptures. It played off both the weight of our products, and our assertion that we were “elevating American cast iron.”

The angled product & light, the textured background and smooth substrate, the elevated lids and presses, it all served to stop viewers and subtly highlight our brand’s design differentiators.

The imagery increased our Summer Sale email CTR, and increased our landing page’s conversion rates:

Plus it was extensible: we riffed on the style for holiday sets, cooking imagery, in video, and across social. The biggest win? I led a website redesign based on the imagery and creative brief and raised Q4 conversion rates by 40%!

Last modified: September 16, 2025