There's much to be said about product photography. The whole process from creative concept, through to set-building, lighting, capture, processing, retouching and finally image delivery, can be daunting to newcomers and clients alike. Lux tries to demystify and simplify this process.

So what's the first thing to consider when we undertake a new campaign project? Study the brief and help the client clarify their creative vision. Talk through what's possible and what might be unachievable within budget. Which aspects can we achieve in-camera? And which elements will need to be produced by our retouching department in post-production? Or perhaps even CGI will be the way to go. Laying the groundwork for the job and putting a structure in place to achieving the final result will always help things run more efficiently.

Lighting must be discussed with the client in an approachable and jargon-free way. Referencing their brief and any mood boards supplied helps us gauge the required feel for the lighting. It's then down to experience and technical knowledge to construct the best setup. Knowing the limitations of the equipment and studio space is also key. In the case of this high-speed cosmetics image, prioritising fast flash was essential. Accumulating hundreds of captures was necessary in order to complete the final composite in retouching.