You Got This!
A photograph designed to carry the message of a campaign.
Welcome to This Week’s Edition of The Carty Method Magazine
Most photographers know how to take photos.
Fewer know how to create images that represent a brand.
This week, photographers were challenged to produce a campaign-ready image inspired by ADIDAS, translating the brand’s “YOU GOT THIS” message through their own niche.
The objective wasn’t just to make a strong photograph, it was to create something that could live inside a real campaign.
A campaign image is truly demanding, it must communicate clearly while carrying the weight of a brand.
Why This Matters
Commercial photography requires more than technical skill.
It demands clarity, intention, and the ability to align your creative decisions with a brand’s identity.
This assignment challenged photographers to think beyond personal work.
To have them consider how an image communicates energy, confidence, and purpose within a larger visual system.
Learning to shoot at a campaign level strengthens your ability to create work that is not only visually strong, but commercially viable.
Assignment Brief
At the end of each review session, CARTY delivers a focused brief, outlining exactly what members must create for the following week.
Here is the assignment as it was shared:
“This week’s assignment: Shoot an ADIDAS Advertising Photo in Your Niche.”
Participants were asked to create a single campaign-ready photograph that embodies ADIDAS’s “YOU GOT THIS” spirit.
Photographers were encouraged to draw from their niche while aligning with the brand’s visual language, focusing on clarity, strong composition, premium lighting, and confident execution.
The goal was to produce an image that could realistically function within a commercial campaign.
Michael Walls
What was the core idea or message you wanted your image to communicate within the ADIDAS “YOU GOT THIS” theme?
With this photo, I wanted to come from an angle of the coach or a teammate standing on the sidelines with the athlete that is focusing on the opponent across the field.
I feel that this would be time the coach or teammate would be hyping the athlete up by saying “YOU GOT THIS”.
What decisions helped elevate this image to feel like a campaign-level photograph?
With this double page spread, I wanted to make sure that the athlete was placed in a way to see the focus in her eyes and have the Adidas logos on the jacket being the star on that side of the spread.
What lighting or technical approach played the biggest role in achieving a premium, commercial look?
It was shot in natural light on a cloudy day as a storm was moving in.
I believe that it helped take away the harshness of the sun and added a more dramatic background to the scene.
Was there a campaign, photographer, or reference image that influenced your approach?
The references came from the YOU GOT THIS Adidas ad campaign they previously ran.
How did you interpret that influence while still making the image your own?
The references I used were tight focused on the athletes head and shoulder area.
So for my image I wanted to give the scene more room to breathe and to show more of the surroundings to include the white sideline on ground to give the feeling that they’re actually on the soccer field with the athlete.
Social Media Handles:
Website: michaelwallsphotography.com
Donna Crantshaw
What was the core idea or message you wanted your image to communicate within the ADIDAS “YOU GOT THIS” theme?
My goal was to communicate that whatever the moment calls for, work, play, or school, you’ve got this.
What decisions helped elevate this image to feel like a campaign-level photograph?
After testing multiple approaches to photographing the bag, I realized none of them were delivering the look I wanted.
I ultimately chose a double‑page flatlay and left the right page empty to give Adidas room for any copy.
What lighting or technical approach played the biggest role in achieving a premium, commercial look?
I went with hard light specifically to get those bold, sculpted shadows that give the image more presence.
Was there a campaign, photographer, or reference image that influenced your approach?
The only examples I could track down were either someone wearing the bag across their back or a simple product shot on a white background.
How did you interpret that influence while still making the image your own?
Since the Adidas Utility 3.0 is a small crossbody bag, I just incorporated props to elevate it and make it pop within the composition.
Social Media Handles:
IG: donnacrantshawphotography
Website: www.donnacrantshawphotography.com
Sonny Warren
What was the core idea or message you wanted your image to communicate within the ADIDAS “YOU GOT THIS” theme?
I knew immediately that I wanted to have Anita as my subject for this photo.
She embodies the “YOU GOT THIS” spirit.
I knew with her I could capture a spirit of determination and grit.
What decisions helped elevate this image to feel like a campaign-level photograph?
Keeping the branding front and centre and the subject being an athlete gave authenticity.
I really worked the location and the subject keeping the slogan as the driving inspiration.
What lighting or technical approach played the biggest role in achieving a premium, commercial look?
Using artificial light on location at an outdoor shoot gives it an editorial punch.
The styling and branding being cohesive as well.
Was there a campaign, photographer, or reference image that influenced your approach?
I just researched the current ADIDAS “YOU GOT THIS” campaign and made an image that I thought would fit in that style, but stand out as well.
How did you interpret that influence while still making the image your own?
I shot through the location until I got something strong and unique.
Social Media Handles:
IG: sonnywarrenphoto
Website: sonnywarrenphoto.com
Zandon De Waal
What was the core idea or message you wanted your image to communicate within the ADIDAS “YOU GOT THIS” theme?
To sell and appeal to potential buyers.
What decisions helped elevate this image to feel like a campaign-level photograph?
Lighting and Carty’s advise.
What lighting or technical approach played the biggest role in achieving a premium, commercial look?
I wanted a clean look so any discrepancies between the lighting and shadows wouldn’t have the same effect to what I wanted.
Was there a campaign, photographer, or reference image that influenced your approach?
Yes.
How did you interpret that influence while still making the image your own?
Using my own approach to the lighting and using the same position for the product.
Social Media Handles:
IG: zandon_de_waal
Shelby Davis
What was the core idea or message you wanted your image to communicate within the ADIDAS “YOU GOT THIS” theme?
The core idea I wanted to communicate was a feeling of effortless confidence, freedom and cool within the “You Got This” theme.
What decisions helped elevate this image to feel like a campaign-level photograph?
I wanted the word “Samba” to be visually visible and sharp.
I wanted the shoes to pop against the background so the viewer had no mistake what was being showcased.
What lighting or technical approach played the biggest role in achieving a premium, commercial look?
Compositing the photo so that an otherwise difficult shot was achievable was key.
I shot the legs in studio with my model and flipped them in post-production to get the levitating look I wanted.
Was there a campaign, photographer, or reference image that influenced your approach?
I referenced a Nike ad campaign.
How did you interpret that influence while still making the image your own?
While my reference focused on vintage nostalgia, I shifted the mood to clean, contemporary coolness.
I made the Samba’s the star of the photo allowing the shoe to speak for itself.
Social Media Handles:
IG: svp_xo
Professional feedback will change your reality. Joining Portfolio Lab is the only way.
👉🏾 Carty a Pro Photographer, Director, and Educator based in Toronto, CA.
His goal is to educate and connect a global network of visual creators.
👉🏾 Masterclass Level Photography Business Education from a 36yr Pro 👈🏾 on YouTube
See work at 👉🏾 SteveCarty.com
Work with him 👉🏾 TheCartyMethod.com
Subscribe to The Carty Method Magazine to see the best new photographers from all over the world level up right before your eyes. Weekly photographer transformations are happening right now.
Become a smarter photographer in 5 minutes a week by Subscribing to CARTY on The Carty Method - Substack.
Watch the replay of these photo submissions below.