Behind the Lens: The Life of an Executive Producer on a Clothing Campaign Shoot in Sonoma

The rolling vineyards of Sonoma, California, set the stage for Tom James’ latest spring/summer campaign, but the magic of this idyllic shoot begins long before the cameras roll. For an executive producer and creative director, bringing this vision to life involves months of meticulous planning.

It starts with selecting Sonoma as the backdrop—its golden light, picturesque landscapes, and timeless charm perfectly complement Tom James’ refined yet modern aesthetic. Then comes assembling the crew: photographers, stylists, models, hair and makeup artists, and production assistants. Travel logistics, accommodations, and permits are coordinated down to the last detail to ensure the entire team can focus on creating magic on set.

Wardrobe preparation is another massive undertaking. Every piece—tailored suits, lightweight blazers, and crisp linen shirts—is carefully selected to highlight the collection’s versatility. Each item must be steamed, styled, and ready for quick changes.

On set, Matthew orchestrates the vision. From positioning models against a vineyard sunset to ensuring a suit’s lapel sits perfectly in the frame, every detail matters. Meanwhile, producing the shoot to ensure everything stays on schedule and within budget, solving unexpected challenges like unpredictable weather or last-minute equipment needs.

By the end of the shoot, the team will have captured the essence of Tom James’ spring/summer collection: sophistication, ease, and elegance. While the campaign will appear effortless to viewers, it’s the result of tireless collaboration, creativity, and dedication behind the scenes.