Studio Photography for NHS Stop Smoking Campaign

As a studio photographer and brand photographer based in London, it’s always a privilege when your work supports a wider cause, especially one as important as this. I recently had the opportunity to work on an advertising photography commission for the NHS, photographing participants for their Stop Smoking Campaign.

The brief was split into two very distinct portrait styles: one moody and introspective, the other brighter and more confident, visually representing the emotional journey from smoker to non-smoker. Over two packed studio days, we photographed a wide range of participants, each with their own story. These portraits were to sit alongside filmed interviews, so continuity in tone and atmosphere was key.

For the darker “before” shots, I used a moody lighting setup with hard shadows and subjects gazing off camera, subtle visual cues to convey the mental weight and internal struggle. For the “after” images, it was all about empowerment. I opted for a lighter, more open look with sitters confidently facing the lens, reinforcing the idea of strength, clarity, and progress.

Time wasn’t on our side, each participant had a tight window between their video interviews, so I made the call to piggyback off the video team’s lighting setup rather than building something from scratch. When you’re working as a portrait photographer on fast-paced studio shoots like this, it's all about flexibility, speed, and reading the room.

Despite the time crunch, we walked away with a strong set of images that beautifully complimented the video content and were rolled out across national press in support of Stop Smoking Day.

As a London photographer, getting the chance to work on meaningful studio campaigns like this is something I never take for granted. Combining purposeful storytelling with portraiture in a studio setting, it really doesn’t get much better.