Denim editorial for AYAMSI, photographed in a period office set

Cusack Creative. I direct, shoot and make content for fashion, beauty and lifestyle brands.

Independent creative director, photographer and UGC creator in Manchester. One person from concept to delivery, with trusted collaborators when a brief needs more hands.

View selected work Hiring a UGC creator?See the UGC page

AYAMSI · First CollectionPhotography and creative direction by Niamh

Selected work

Campaign imagery, the shoots behind it and the short-form content brands post every week. Choose where to start.

Three models photographed in swimwear in window light

01PhotographyCampaign, editorial and lookbook stills, shot by me.See the photography

Campaign frame from the Ourdentity shoot

02Creative DirectionConcept, casting, art direction and the shoot day itself.See the campaigns

Niamh applying Wonderskin lip stain in a close-up beauty video

Own page03UGC + Brand ContentOn-camera video for beauty, hair and lifestyle brands. One-off or monthly.Visit the UGC page

The ANUVE Creative Weekend in production, crew and models across the studio

04EventsShoot days and brand events, produced and captured.See the events

01Photography

Photography

01.01Photography

AYAMSI

First Collection

Client: AYAMSI
Role: Photography · On set support
Output: Editorial stills

AYAMSI’s debut collection, shot as an editorial rather than a catalogue. Period furniture, warm timber and brass gave the indigo something to sit against, and the styling stayed clean enough that the cut and the wash read in every frame.

I photographed the editorial, from the full length frames through to the details that show the hardware and the finish, and worked across the shoot as it ran.

AYAMSI under Creative Direction Discuss a project like this

Denim editorial, full length, seated in a period office set

Seated denim portrait with a brass telephone

Detail frame, brass telephone held against denim and layered jewellery

01.02Photography

Cantina Heat

Selected photography

Client: Self initiated · ANUVE, which I co-founded
Role: Photography
Output: Campaign stills

Finished frames from a summer content day I produced and photographed at ANUVE. Three sets were built and lit so a warm, sun bleached look carried across every model without repeating the same backdrop twice.

The full production under Creative Direction Discuss a project like this

Model in a green top and denim against a textured stone wall

Seated portrait, sports top and denim, textured stone wall

Model in a blue dress, arms raised against a dark textured wall

01.03Photography

Swimwear

Loft series

Client: Swimwear label
Role: Photography · Creative Direction
Output: Campaign stills

Three colourways shot in one loft against whitewashed brick, using the window as the only light. Each look was framed so the fit and the trim stay clear while the light does the rest.

Discuss a project like this

Three models photographed together in swimwear against a brick wall

Swimwear photographed in strong window light

01.04Photography

Fashion Portraits

Portfolio work and candid outfit frames

Client: Models and agencies
Role: Photography
Output: Portfolio frames · Social stills

Portrait work shot for models updating their books, kept fashion led rather than headshot led. The candid outfit frames come from the same day, shot around the set while the light was good.

Discuss a project like this

Model in a cap and white vest seated beside an olive tree

Candid outfit frame, styled with a blue leather bag in a kitchen

01.05Photography

Barn Series

Single frame

Client: Self initiated
Role: Photography · Creative Direction
Output: Editorial still

Shot in a working barn against straw and weathered timber, using the natural daylight to shape the image. The focus was on texture, atmosphere and a slightly raw editorial feel that suited the setting.

Discuss a project like this

Fashion photograph shot against hay bales and timber cladding

02Direction

Creative Direction + Production

02.01Direction

ANUVE Creative Weekend

Creative Production · Events · Photography · Social Content

Around 80 models. Two days. One full creative production.

Client: ANUVE, the Manchester creative studio and network I co-founded
Role: Co-Production · Project Planning · Creative Direction · Photography · Social Content
Output: Campaign stills · Participant imagery · BTS · Social assets

My co-founder and I organised the weekend end to end: planning, participants, logistics and the run of both days. I set creative direction across the set ups, photographed, captured behind the scenes and produced the social content, while helping manage the experience for everyone who came through the space.

It is the clearest evidence on this site that I can take a creative idea and actually deliver it at scale, with people, time and budget to manage rather than just a camera.

Objective: Run a two day creative weekend that gave a large group of models finished portfolio work, and produce the content that promoted ANUVE while it happened.
Approach: Multiple set ups ran at once so nobody waited: a white cyclorama, a stair and daylight corner, and a styled interior. Keeping the light and the framing consistent across all three meant every participant left with work that looked like it came from the same production rather than three separate shoots.
Delivered: Finished imagery for participants, behind the scenes coverage across both days, and social-first assets cut for ANUVE channels.
Result: Around 80 models shot across two days, with over 500 creator applications received through ANUVE in a single month.

Discuss a project like this

Wide view of the studio with a dozen participants and crew working across the space

A model being photographed between two softboxes on the white cyclorama

A model directed on the stairs while a photographer works

Finished frame, model in a leather jacket against a dark wall

Finished frame, model in a corset and denim against white

Finished frame, model seated in an orange skirt

02.02Direction

Ourdentity

Fashion Campaign · Creative Direction · Photography · Social Content

Client: Ourdentity
Role: Creative Direction · Photography · BTS · Social Content
Output: Campaign stills · Product imagery · BTS · Social assets

I worked on the visual direction with the brand and shot the campaign, then captured behind the scenes and social content around the same production. One booking covered the concept support, the hero imagery and the assets the brand needed to actually post.

Objective: Produce a cohesive set of campaign and social assets that matched the brand identity and could run across digital platforms.
Approach: Two grounds were used deliberately: a clean studio for product clarity, and a brick and leather interior for the frames that had to feel worn rather than catalogued. Colourways were grouped so the range reads as a collection on a feed rather than as separate posts.
Delivered: Hero campaign imagery, product-led frames across the colourways, behind the scenes coverage and social-first assets cut from the same day.
Result: Over 80 assets delivered from a single shoot day, covering campaign imagery, product frames, behind the scenes and social cuts.

Discuss a project like this

Campaign frame, pale blue tracksuit against a dark backdrop

Campaign frame, model in a cobalt hoodie

Campaign frame, turquoise set photographed on a leather sofa

Campaign frame, black set against exposed brick

Campaign frame, burgundy set in window light

Campaign frame, two models in the yellow colourway

02.03Direction

AYAMSI

Campaign and Lookbook

Client: AYAMSI
Role: Co-Production · Photography · On set support
Output: Lookbook stills · Campaign film

The wider campaign around the debut collection. I co-produced the shoot and photographed on it, working across the day as the lookbook and the film were made: clean styling, square on composition against white timber, and details close enough to read the stitching and the leather patch.

The film sits beside the stills rather than repeating them, holding on movement and fabric in a panelled interior at MONTROSE.

Co-produced and photographed on by Niamh Cusack. The campaign film was shot by the crew at MONTROSE.

The editorial I shot, under Photography Discuss a project like this

Campaign film, excerpt

Denim shirt dress photographed front on against white timber doors

The same denim dress photographed from behind

Detail frame, AYAMSI leather patch on a denim collar

02.04Direction

Cantina Heat

Summer content production

Client: Self initiated · ANUVE, which I co-founded
Role: Creative Direction · Creative Production · Photography
Output: Campaign stills · Social assets · Behind the scenes

A summer content day I curated at ANUVE, the creative network and production platform I co-founded, for a group of models and creators, built so everyone left with a finished set of work rather than a few phone frames. I set the visual direction, booked and scheduled the space, cast and coordinated the talent, and photographed alongside the other shooters.

Three sets ran through the day, an olive cyclorama, a textured stone wall and a warm styled interior, so the look stayed consistent while every model got something of their own.

Selected photography from the day Discuss a project like this

Two models styled in bikini tops and denim at a mirrored vanity

Two models photographed together against a dark wall

A frame being taken on the olive cyclorama, photographer in shot

02.05Direction

Elena Apparel

Commercial content

Client: Elena Apparel
Role: Creative Direction · Production
Output: Product films · Social cutdowns

Short form product films for an activewear range, shot against a neutral cyclorama with soft key light and no set dressing. Each look was turned through a fixed sequence so the fit reads the same way across the range and the clips cut together as a set.

Discuss a project like this

03UGC + Brand Content

On camera, for the brands I work with.

Alongside the campaigns, I make short-form video as a UGC creator: routines, GRWM, product demos and honest recommendations for beauty, haircare, skincare and lifestyle brands. Available for one-off projects and monthly partnerships from £750.

TRESemmé · Wonderskin · Naturium · Simple · White Fox and more

See the UGC page

Wonderskin
Beauty demo
TRESemmé
Routine · Product demo
Naturium
Skincare routine

04Events

Events + Experiences

04.01Events

Model and Creator Shoot Day

Hosted photography session

Client: Models, creators and photographers
Role: Concept · Creative Production · Shoot Coordination
Output: Event content · Attendee portfolio frames

A hosted shoot day where models, creators and photographers worked together in one space, so everyone left with usable frames instead of a goodie bag. I organised the day, matched shooters with models and kept the sets moving so nobody stood idle.

The apartment was chosen for its light and split into working corners, which meant several set ups could run at once without getting in each other’s way.

Discuss a project like this

An attendee being shown camera settings against a white wall

Two attendees setting up a shot together

A photographer working with a model on a sofa

04.02Events

Community Wellness Event

Diamond Galore at BILATIS

Client: Diamond Galore · BILATIS · Club Açaí
Role: Creative Production · Content Capture
Output: Event content · Partner assets

A reformer morning designed around movement, content and considered brand moments. From the styling and signage to the table setting and post class açaí and matcha, each detail was planned to feel part of the experience rather than added on afterwards.

I worked across the creative production and event content, capturing the day as it unfolded while making sure partner brands were naturally present throughout. The focus was on creating an environment that felt polished, social and visually cohesive, with content built into the event from the start.

Result: The event content reached 71,857 views and 27,694 unique viewers across five pre and post event posts, driving 207 profile visits and 34 new follows. Organic event-content performance for the posts I produced; content the attending creators posted themselves is not included.

Discuss a project like this

Guest beside the gold foiled welcome sign for the wellness event

Two guests with matcha drinks against a damask backdrop

A guest on a reformer bed during the class

05Services

What I Do

Creative Direction
The idea and the look, settled before anyone picks up a camera.
- Campaign concepts and moodboards
- Art direction and visual identity
- Casting and styling direction
- Direction on the day
Enquire about this
Photography
Shot by me, for campaigns, editorial, lookbooks and e-commerce.
- Fashion and beauty
- Lifestyle and product
- Editorial and lookbook
- Events and behind the scenes
Enquire about this
Production
The plan, the people and the schedule that get the work made.
- Shoot planning and scheduling
- Talent and creator coordination
- Content days and brand events
- Social assets captured on the day
Enquire about this
UGC + Brand Content
Short-form video made by me, on camera, for organic social and licensed ads.
- Routines, GRWM and demos
- Talking to camera and voiceover
- One-off campaigns
- Monthly partnerships from £750
See UGC and partnerships

06Results

Selected Results

5
Campaigns in a year
Produced for TRESemmé as an ongoing brand content partner.
80+
Assets from one shoot day
Delivered for the Ourdentity campaign across studio and location.
71k
Organic views, event content
Across five pre and post event posts I produced for the Diamond Galore wellness event.
500+
Creator applications
Received through ANUVE in a single month.
80
Models in two days
Coordinated across the ANUVE Creative Weekend.

07Clients

Selected Clients

TRESemméBrand content
WonderskinBrand content
NaturiumBrand content
SimpleBrand content
White FoxCampaign stills
Hard Rock CocktailsBrand content
AYAMSIPhotography · Creative direction
Elena ApparelCommercial content
BerlookCampaign stills
ForenaCampaign stills
Adored ByBrand content
Orá BeautyBrand content
SkinLuxeBrand content
Açaí BoysBrand content
LisaJewelryUSProduct campaign
Diamond GaloreEvent production
BILATISEvent production
Club AçaíEvent partner
ANUVECo-founder and creative lead

Niamh Cusack photographed against a pale grey studio wall

08About

I’m Niamh. I take brands from the first idea to the final asset, and I’m usually on set for all of it.

Some projects start with a concept and a moodboard. Others start with a product arriving at my door. Either way I keep the idea, the look and the finished content in the same hands, which is why the work stays consistent from the campaign image down to the last story frame.

Most of what I make sits across fashion, beauty, wellness and lifestyle. I work independently, bring in trusted collaborators when a brief needs a bigger crew, and co-founded ANUVE, a Manchester creative studio and network.

Based in Manchester, working UK wide and happy to travel. Open to freelance commissions, ongoing content partnerships and in-house roles with brands building something good.

Instagram @niamh.cusack TikTok @niamh.cusack

Direction: Campaign concepts · Art direction · Casting and styling
Camera: Campaign · Editorial · Lookbook · Product
Production: Shoot planning · On set direction · Events
Content: UGC · Short form video · Social assets
Sectors: Fashion · Beauty · Wellness · Lifestyle
Tools: Lightroom · Photoshop · Premiere Pro · CapCut

Start a project

09Enquiries

Start a project

Open to brands, agencies and creative teams. A campaign from concept to delivery, a single shoot, a content day or an ongoing partnership. Tell me what you are making and when you need it, and I will reply personally.

Creative direction
Photography
Production
UGC + brand content
Events

Hiring a UGC creator? The UGC enquiry form asks the right questions for a content brief.

contact@niamhcusack.com

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