Capturing all big & small moments without being intrusive is a real skill to be learnt and it isn't something that all photographers have automatically. The same applies to the ability to capture the event in a way that fits the voice of the brand.

Whenever I am approached by a brand to document similar type of event, I put the focus on two important factors - being as unnoticeable as physically possible during covering the event to ensure undisturbed experience for the customers and considerations I give the specific look of the final photos that will fit the brand voice.

Being able to observe and capture real genuine interactions during a marketing event like this one (especially in smaller spaces of a store) becomes alfa omega of the entire coverage. I take being able to let customers enjoy their experience in non-intrusive way seriously because it isn't just something that reflects on me as a photographer but also on the brand and the feel of the entire event. No one wants to feel like they're being chased around with a camera, especially when event includes trying on pieces of clothing like underwear.

Capturing the photos in a certain way is another important element that I factor in when documenting events. What is the brand's voice? What look will fit best to the photos? Is it whimsical? Serious? More creative? Everything that I capture and the way I edit or what gear I use is intentional, not accidental. In this case I opted for a "star-like" lights to signal sparkles and the novelty of the newly-opened store paired with generally softer look of the photos that went well with all the smiles and genuine interactions of the customers. It helped create the energy of the event that customers could relate to.