Commercial Photography in Cape Town — Behind the Scenes
Updated 27 October 2026
Commercial photography is photography a business uses to sell, explain or build trust — on websites, in annual reports, across social media and in marketing campaigns. After 12+ years as a commercial photographer in Cape Town, I have photographed everything from trucks at sunrise to spa treatment rooms, product ranges and medical practices. This page walks through how a shoot works, using real projects.
Planning a commercial shoot? See my commercial photography page, the portfolio or pricing.
Get in touch: +27 82 556 7427 · info@riekertcloete.com
How a Commercial Shoot Works
Every project is different, but the steps are the same:
- The brief. Before I arrive, I review the creative brief — what the images are for, who will see them and what the brand needs to say.
- The shot list and preparation. We confirm the shot list, and I make sure my equipment is ready for varying lighting conditions on location.
- The shoot. On site the focus is composition, scale and presence, so everything looks professional and aligned with the brand. I use natural light where it works and subtle fill lighting where it helps.
- Selection and retouching. Careful selection and professional retouching make sure the final images reflect the brand.
- Delivery for real use. Images are delivered ready for websites, annual reports, social media and marketing campaigns.
Industrial and Transport: Trucks at Sunrise for Pool Transport
A commercial photographer’s day often starts before sunrise, and the Pool Transport shoot was no exception. We headed out early to make the most of crisp winter light, with the Worcester Mountains as a dramatic backdrop. With machinery on this scale, timing is everything: early light adds depth, texture and definition.
Watch the shoot — a 2-minute look at photographing the Pool Transport trucks on location:
Photographing large commercial vehicles brings its own challenges:
- managing changing natural light
- working with large-scale vehicles
- coordinating logistics and positioning
- ensuring brand alignment in every frame
The goal is to make the trucks look powerful, professional and clearly part of the Pool Transport brand. I have also taken group photographs for Pool Transport, when they started their partnership with APL Cartons, for electronic and social media use. More on this work: transport and logistics photography and industrial photography.
In Gauteng I visited the team at Grapedoor, who create wooden doors that are works of art, and photographed them behind the scenes.
Hospitality and Spa Photography
At the Taj Hotel in Cape Town we photographed the spa to capture the calm, refined atmosphere that defines it: the treatment rooms, relaxation areas and the detail elements that show off the premium finishes. For hospitality brands, professional imagery plays a crucial role in attracting guests. I also photographed Jiva Spa for use in their digital marketing and social media campaigns. See tourism and hospitality photography.
Product and Brand Content
For Supertie we combined clean product images that highlight detail, texture and craftsmanship with styled model shots that show the products in real-world use. Product-only and lifestyle images together give a brand versatile content for its website, social media and online campaigns.
For Just Skin, working with SocialMediaNow, we had just two hours. We used them to build a varied content library for social media, electronic campaigns and print, including environmental portraits of the owner that show personality and professionalism. For Linton Wines I photographed furniture pieces for their catalogue on a grey background, where the wood and copper really stand out. See retail photography and personal branding photography.
Healthcare and Professional Practices
Healthcare is built on trust, and the images should reflect that. For an orthodontist in Rondebosch we booked a full day to build a complete content library: portraits, the team and the practice itself, so the website matched the real patient experience. For Dr Colin Rodd, via SocialMediaNow, we photographed his medical practice for the website and social media.
For FX Health, a rehabilitation facility in Cape Town and Durbanville, the aim was authentic, friendly images of staff, patients and facilities that reflect their care and compassion. See medical and healthcare photography.
What Helps Before We Shoot
- Where the images will be used. Website, print, social media and campaigns each need different crops and formats.
- A shot list or reference images. Even a rough list saves time on the day.
- Access and logistics. Locations, permissions, people available and the time we have.
- Brand guidelines. Colours, tone and anything that must or must not appear.
Looking for more projects? See my industrial, architectural and product roundup, corporate events roundup and corporate headshots guide.
Frequently Asked Questions
What is commercial photography?
Commercial photography is photography a business uses to sell, explain or build trust — on websites, in annual reports, across social media and in marketing campaigns. At Riekert Cloete Photography that has meant products, premises, staff and vehicles: trucks at sunrise for Pool Transport, spa treatment rooms at the Taj Hotel and Jiva Spa, product ranges for Supertie, and medical practices. It differs from portrait or family work because every image has a job to do. It has to show the brand clearly, work across several formats and stay consistent from one shot to the next. That is why each shoot starts with a brief about what the images are for, who will see them and what the brand needs to say, and ends with images delivered ready for real use.
How long does a commercial shoot take?
It depends on the scope. Commercial shoots usually run between three and six hours, but the range is wide. For Just Skin we had only two hours and used them to build a varied content library for social media, electronic campaigns and print. For an orthodontist in Rondebosch we booked a full day to cover portraits, the team and the practice itself, so the website matched the real patient experience. The brief decides the length: how many locations, how many people and how many different uses the images need to serve. After the brief, Riekert Cloete Photography recommends a schedule and we agree the structure together before the day. Commercial galleries are delivered within 72 hours of the shoot.
Do you travel for commercial shoots?
Yes. Riekert Cloete Photography works across Cape Town and the Western Cape, from Worcester and the Winelands to the city itself, and has also shot commercial projects in Gauteng. The Pool Transport trucks were photographed against the Worcester Mountains, FX Health was photographed at its facilities in Cape Town and Durbanville, and in Gauteng I visited Grapedoor, who make wooden doors that are works of art, to photograph them behind the scenes. Location is part of the planning: before we shoot we confirm the locations, permissions, who will be available and how much time we have. Tell me where your business is based and where the images need to be made, and we will plan the logistics from there.
Can you shoot both products and people?
Yes. Many commercial shoots combine product or premises images with people, because a brand usually needs both. For Supertie we combined clean product images that show detail, texture and craftsmanship with styled model shots that show the products in real-world use, which gives the brand versatile content for its website, social media and online campaigns. For Just Skin we also made environmental portraits of the owner that show personality and professionalism, and for the healthcare practices we photographed the team and the practice together. Linton Wines needed something different: furniture pieces for their catalogue on a grey background, where the wood and copper stand out. Tell me which of these is closest to your project and we will plan the mix.
Where can I find prices and answers to other questions?
Prices depend on the scope of the shoot, so the quickest way to an accurate figure is to describe the project. The commercial photography pricing page explains how Riekert Cloete Photography prices commercial work, and the commercial photography FAQ answers the common questions on delivery, usage and how a brief works. When you get in touch, tell me where the images will be used, because website, print, social media and campaigns each need different crops and formats. A shot list or a few reference images saves time on the day, and so does access and logistics: locations, permissions, who is available and how much time we have. Brand guidelines on colours, tone and anything that must or must not appear help too.
Ready to plan your commercial shoot? Tell me about your business and what the images are for.
Riekert Cloete · Cape Town Commercial Photographer
+27 82 556 7427 · info@riekertcloete.com · WhatsApp
100+ Google reviews · 12+ years in Cape Town
Commercial photography · Pricing · Portfolio