Florence: Emma Innocenti

Known for capturing natural images with ease, Emma Innocenti combines high levels of production with a relaxed atmosphere encouraging spontaneous reactions and real feelings to surface. 

The brief for the images and videos featured in this Spotlight was to create five collections showcasing Mediterranean lifestyle and tourism. Working closely with the London art director, Emma's team took charge of the production and the logistics, including location scouting, model casting, styling, hair and make-up, transport, catering and accommodation. 

A key factor in the success of the production was the employment and management of all local resources available, from original locations to extras and child models.

Emma is specialised in people-based campaigns, location shooting and cross-media. One of the first to provide photographs and videos simultaneously, she has learnt effective strategies to deliver multimedia content from the same shoot, efficiently and within budgets.

After 10 years, Emma has now moved her production office from London to Florence and continues to shoot internationally. 

Clients include Unilever, DIVA, Knorr, Getty Images, Image Source, Yoga mag and Total Politics.

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