Zen Alongside TVC

There are many ways to navigate being a still photographer on a motion set—you can be tough, you can be chill—but having advocates from the agency or production company is ideal. Shooting stills alongside commercials is now standard, with motion production companies often handling photography to ensure proper time and resources.

This Endo XiaFlex ad with Klick Health was shot in my hometown, Toronto, Canada. Staying with my nephew in South Etobicoke, I was so close I could walk to set. The campaign, for a Peyronie’s disease treatment, took a clever, subtle approach to a sensitive topic.

I’ve learned to stay Zen when shooting alongside TVC—so much is beyond my control. Preparation is key, as things shift fast, and I often have just moments to adapt.

One thing I can control is my connection with the talent. Actors spend a lot of time waiting, so I use it to build rapport. Once on set, I may have only seconds to direct or capture something authentic. Knowing their background—or just sharing a laugh—pays off in those high-stakes moments.

I’m grateful for this assignment, and especially for agency producers Cassie Bull, Jen Martin, and creative director Patrick Lupinski, who made it a great experience.

Top Image: A playful moment with actor Rich Trelford. All BTS photos by Alex Franklin.

Second Image: Our key "I've got somebody for this" moment. Left to right: Rich, Jay Davis, Charles Wagner and Eugene Barnes. 

Bottom Image: Some brochures for Endo XiaFlex, illustrating some stills usage.