Here at Route, we know the importance of taking a good photograph, particularly when it comes to product shots for digital advertising campaigns. We also know that great images don’t always have to be taken with expensive cameras and equipment, or a professional photographer (although it can help!)
In a world where the value of creativity is king (see our recent blog on Meta’s Agency Summit, which explores this further), high-quality images help to engage customers. Studies show that first impressions are made in milliseconds, and the image an audience sees, is often the very first and sometimes only opportunity to capture their attention.
We know that compelling creative doesn’t always require expensive equipment or professional shoots, and this doesn’t need to be a barrier to investing in a paid advertising campaign.
Many of our clients achieve excellent results with smartphone photography, provided the images are thoughtfully planned and well-executed, allowing them to invest a little less in creative. Today’s smartphones are capable of producing exceptional imagery, as proven by Apple’s Shot on iPhone and Google’s Shot on Pixel campaigns, which have redefined what mobile photography can achieve. With just a few best practices, you can capture sharp, authentic, ad-ready visuals that perform strongly across both paid and organic digital channels.
This guide brings together our practical advice for creating brand-ready assets that streamline campaign delivery and reduce the need for reshoots, while ensuring every image you capture is ready to make an impact.
Plan with purpose
Before picking up your phone, take a few minutes to consider where your images will appear and what they need to communicate. The dimensions of your final placement will influence how you shoot: vertical formats (4:5 or 9:16) work best for Stories, Reels and other mobile-first placements, while square images (1:1) remain ideal for feed posts and carousels.
Think about what story you’re trying to tell and the mood you want to create. Does your image reflect your brand’s visual style: clean, natural, bold or playful? Have you left enough clear space for any potential headlines or overlays? If your organisation has a set of brand guidelines, don’t forget to dig them out and use them to guarantee visual alignment with the rest of your marketing material. A small amount of planning before you shoot can make a big difference later, ensuring every image feels cohesive, considered and campaign-ready.
Light: the foundation of a great image
Lighting can transform an ordinary photo into something exceptional. Natural light should always be your starting point: position your subject near a window, or shoot outdoors during the golden hour, the period just after sunrise or before sunset, when the light is soft, warm and flattering.
Avoid harsh overhead light, which can create shadows and glare, and switch off your phone’s built-in flash. If you’re shooting indoors, use a small LED panel or ring light to achieve even, diffused lighting. If you have a spotlight, point it upwards, so the light bounces back down, rather than creating glare. And if your subject is backlit, simply tap on their face or the main product on your screen to focus and slightly increase exposure for balance.
If you regularly shoot products for your e-commerce site, consider investing in a lightbox or a simple white backdrop to achieve clean, fresh images. Consistency in lighting across your shots will help your products look cohesive and professional online.
Finally, pay attention to the colour temperature and the tone of your light source. Daylight bulbs or LEDs with a “neutral white” setting will ensure that colours appear accurate and true to your brand palette, preventing unwanted yellow or blue tints.
Getting the best from your iPhone
Apple devices are designed with creators in mind, and a few simple adjustments can help you make the most of your iPhone’s camera.
Set your resolution to the highest available level by turning on “High Efficiency” in your camera settings, ensuring you’re capturing full-quality JPEG files. If your model supports Apple ProRAW, enable it. This mode preserves more data for editing later, giving you flexibility without compromising image quality.
Keep Smart HDR switched on to automatically balance bright skies and dark shadows, and activate gridlines to apply the Rule of Thirds — a simple yet effective way to compose a balanced shot. When framing, avoid pinching to zoom; instead, move physically closer to your subject or switch between the native lenses. The main 1x lens is the sharpest and performs best in most lighting conditions.
Before each shoot, give your lens a quick clean; fingerprints or dust can soften even the best-lit image and remember that a steady hand (or a tripod) will make all the difference.
iPhone setup
Getting the best from your Android device
Modern Android devices, particularly Samsung Galaxy and Google Pixel phones, are equally capable of producing professional-looking photography. To get started, check your camera settings and enable High Resolution Mode on Samsung or ensure HDR is active on Pixel (it’s usually on by default). These features help capture richer colour and greater detail in both highlights and shadows.
If your device offers a Pro Mode, it’s worth exploring. This setting allows manual control of ISO, shutter speed and white balance. Lower ISO values (around 100–200) keep bright scenes crisp and noise-free, while slightly higher settings can help in dimmer light, though it’s best to avoid going too high, as grain can appear.
Stick to the main lens where possible for the clearest image, but don’t be afraid to experiment with the ultra-wide or telephoto lenses to add variety to your compositions. And, as with iPhone, avoid digital zoom. It simply crops the image and reduces quality.
Framing and composition
Strong composition is what separates a good photo from a great one. Keep your subject the clear focus of the frame and eliminate distractions wherever possible. Positioning your subject slightly off-centre using the Rule of Thirds will create a more natural, dynamic image.
Think about how the viewer’s eye moves through the frame, leading lines such as tables, shelves or architectural elements can guide attention toward your focal point. Including people in your shots, especially faces or hands interacting with products, adds life and relatability. Where possible, use models that represent your brand and show diversity. These human touches tend to perform significantly better in social and advertising contexts than product-only visuals.
Finally, consider leaving space within your image, known as negative space, where ad copy or logos can later be placed. This ensures flexibility across placements without crowding the composition. Consider the many different spaces and sizes the shots may be used for, and be sure to shoot in landscape and portrait. It’s always better to overshoot than not have enough photographic variations.
Edit with intention
Editing should enhance your imagery, not transform it. Aim for subtle refinements that bring your image to life while keeping colours true to your brand palette.
Avoid heavy filters or overly saturated tones; authenticity and consistency always build greater trust with audiences than over-processed visuals. A simple edit, well executed, is far more effective than a complex one applied inconsistently.
Your Smartphone Photography Checklist:
Before you start shooting, keep these quick takeaways in mind to help your images look professional and perform well across campaigns:
Plan ahead. Think about where your photos will be used, whether for social, ads or your website and frame your shots accordingly.
Use natural light. Switch off your phone’s flash and make the most of daylight. Shooting near a window or outdoors during softer light hours produces warmer, more authentic results.
Keep it steady. Hold your phone with both hands or use a tripod to prevent motion blur and ensure crisp, clear images.
Stay clean. Always wipe your lens before shooting. A quick clean makes a visible difference to sharpness and clarity.
Avoid clutter. Keep backgrounds simple and ensure there’s a clear focal point in every image.
Leave space. Incorporate negative space around your subject to allow for text, logos or other creative overlays.
Edit lightly. Adjust brightness, contrast and sharpness with care, keeping tones natural and consistent with your brand.
Refresh often. Update your imagery regularly, new visuals keep your content feeling fresh, relevant and engaging.
A few small adjustments can elevate your content from everyday to exceptional, helping every image tell your brand story with confidence
In summary
Professional-quality imagery is no longer dependent on professional equipment. With thoughtful planning, good lighting and a few simple camera settings, it’s possible to capture sharp, authentic content that performs beautifully across platforms.
The Shot on iPhone and Shot on Pixel campaigns remind us that it’s creativity and vision, not expensive hardware, that create impact. By taking the time to capture considered, high-quality images, brands can deliver assets that are ready to use immediately, reduce revisions and help campaigns move from concept to launch faster.
At Route, we’re passionate about helping clients unlock that potential. When great creativity starts with great photography, performance naturally follows.
Useful resources
Apple Store runs regular free iPhone photography workshops. Google your nearest store for more information.
Amazon sell basic tripods that will help ensure a balanced shot or video that isn’t shaky, and allows you to focus on the composition.
YouTube hosts a huge number of how-to videos for taking engaging imagery on phones; check it out for more in-depth content.