SharkNinja’s Black Friday content overhaul

The brief

SharkNinja came to us ahead of Black Friday 2024 with a clear goal: to build a bank of high-quality product cut-outs and lifestyle assets that could work hard across their online event. These visuals needed to support promotions and exclusive offers, not just on their own channels (web, email and social), but also on SharkNinja’s Amazon Store, a key platform during peak sales.

The brief covered 22 hero products from both brands. Including air fryers, blenders, ice cream makers, vacuums and hair dryers. The challenge was to capture each item in a way that felt consistent and premium, ready to roll out across every platform with all formats considered.

The challenges

A production on this scale brought its fair share of challenges. The biggest one? Volume. With both lifestyle imagery and cut-outs required for Ninja’s kitchen range and Shark’s home products, the shot list was extensive. Every item had to be tracked and captured within a tight timeframe, leaving no room for error!

Each product also brought extra layers of detail. Appliances were shot from multiple angles, some with and without accessories, and in the case of Ninja’s kitchen kit, both empty and styled with food. It meant careful planning to make sure nothing slipped through the net.

Shooting both brands in the same studio space added another consideration. The set needed to work as both a kitchen and a living area, while still feeling cohesive and adaptable enough to carry two distinct brand worlds.

Our approach

The scale of the brief meant we needed plenty of space to work with. Studios 05 & 06 were the perfect fit. Their large, open layout is designed for big productions, allowing multiple rigs to run simultaneously.

With a modular set in place (shown below), we had the flexibility to stay reactive and turn the shoot around quickly, adapting everything to perfectly match the brand’s look and feel.A neutral kitchen and living space provided the backdrop, giving us the freedom to move seamlessly between Ninja’s cooking appliances and Shark’s home products without losing momentum. Two flexible rigs allowed us to switch looks quickly and keep the shoot moving at pace.

Alongside this, we dedicated a separate set to cut-outs. Each product was captured individually, turned and adjusted to get every angle needed for online. Some appliances were also shot both with and without food, adding an extra layer of planning to the day. With such a wide range of products, organisation was key, our team worked in sync to swap items in and out, making sure everything was prepped, styled and ready to go.

To cover the volume, we had three photographers on set: one focusing on lifestyle imagery, while two worked simultaneously on the cut-outs. This approach allowed us to maximise our time on set, streamline the workflow and deliver exceptional value for the client’s budget.

If you want to find out how to make your content work hard during peak retail period like Black Friday, explore our recent blog.