When a brand comes with a specific vision, I often can see it in my minds eye right away. The ideas grow. I'm usually after something bigger than life, and often it's something I've never seen before. To create a mood, I use flash photography and careful direction to create imagery that feels surreal.
To create separation of the subject, I like to play with light direction, textures, and tonal zones. Using Photoshop, I remove all distractions so the viewer can focus on the story. I edit my images like a movie.