Denim editorial for AYAMSI, photographed in a period office set

Cusack Creative. Creative direction, campaign production and content for brands that need all three. Manchester, UK wide.

Creative direction, campaign production and content for brands that need all three.

AYAMSI · First CollectionPhotography and creative direction

01About Niamh

I work across creative direction, campaign production and content, building visual work that feels considered from the first idea through to the final asset.

My projects often move between disciplines. I might be developing the concept, shaping the visual direction, organising the shoot, creating the photography or producing content for the brand. Having a hand in more than one part of the process means I can keep the creative idea consistent from start to finish.

Most of my work sits across fashion, beauty, wellness and lifestyle, with a focus on creating content that feels polished, current and commercially useful.

I can take a project from an early idea through to delivery, or step into an existing brief and help shape the creative direction, production and final content. That works at any size: post me a product and I will concept, shoot and edit the content for it, or bring me onto the whole campaign.

Based in Manchester, working UK wide, and happy to travel for the right project.

Based in Manchester and available to travel for shoots. Open to freelance briefs and to in-house roles with brands building something.

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

Work with me

02Results

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
Views on event content
Across five pre and post event posts 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.

03Services

What I Do

Creative Direction
The idea and the look, before anyone picks up a camera.
- Campaign concepts and moodboards
- Visual and art direction
- Styling and casting direction
- Shoot direction on the day
Enquire about this
Campaign & Content Production
The plan, the people and the schedule that get the work made.
- Campaign and content planning
- Shoot coordination and scheduling
- Creator and model coordination
- On set production support
Enquire about this
Photography
Shot by me, for campaign, editorial and commerce.
- Fashion and beauty
- Lifestyle and product
- Events and behind the scenes
- Editorial and lookbook
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Social Media Content
The assets a brand actually posts, made around the shoot rather than after it.
- Reels, TikTok and short form
- Campaign cutdowns
- Behind the scenes
- Organic social assets
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UGC
Creator led content made to feel native to the platform while still doing the campaign job.
- Talking to camera and product demos
- Lifestyle, GRWM and vlog formats
- Social first concepts
- Product sent to me, or shot on location
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Events & Activations
Live work, with the content planned before the doors open.
- Event and activation content
- Creator activations
- Photography and social coverage
- Coverage before, during and after
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Go straight to

Four things I do

Three models photographed in swimwear in window light

01PhotographyCampaign, editorial and lookbook stills.See the work

Campaign frame from the Ourdentity shoot

02Creative DirectionConcept, casting and art direction, start to finish.See the work

03Brand Content · UGCShort form and iPhone content that does not look like an ad.See the work

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

04EventsShoot days and brand events, produced and shot.See the work

04Photography

Photography

04.01Photography

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

04.02Photography

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

04.03Photography

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

04.04Photography

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

04.05Photography

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

05Direction

Creative Direction + Production

05.01Direction

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

Finished frame, model in black against white steps

Finished frame, model in a white dress on a red sofa

Finished frame, model photographed on the white stairs

05.02Direction

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

Behind the scenes, the collection laid out before the shoot

Behind the scenes, a frame being taken on set

Behind the scenes, shots reviewed on the tethered laptop

05.03Direction

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

05.04Direction

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

Model in a yellow dress being photographed in a doorway

Wide view of the studio with two set ups running at once

Crew adjusting a model on the peach cyclorama

Styling detail, jewellery being fitted before a frame

Photographer directing a model in a blue dress

Model on a sofa in front of the olive backdrop, being photographed

05.05Direction

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

06Events

Events + Experiences

06.01Events

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

Two attendees reviewing frames on the back of a camera

Attendees comparing shots on a phone between set ups

A group shooting a model together on a living room set

06.02Events

Community Wellness Event

Diamond Galore’s, 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. Figures cover the content I produced; the attending creators posted their own on top.

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

Club Açaí bowl photographed as a partner detail

Two Club Açaí bowls held up in the neon lit studio

Guest with an açaí bowl beneath the BILATIS lettering

07Brand Content

Brand Content + UGC

TRESemmé
Wonderskin
Naturium
Simple
White Fox
Hard Rock Cocktails
Berlook
Forena
Adored By
Orá Beauty
SkinLuxe
Açaí Boys
LisaJewelryUS

Concept · Shoot · Edit

08Clients

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

09Enquiries

Work with me

Open to brands, agencies and creative teams. A single shoot, a season of content, a campaign from concept through to delivery, or a day that needs someone to run it. Tell me what you are building and when you need it.

UGC and brand content
Photography
Creative direction
Shoot production
Events

contact@niamhcusack.com

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CUSACKCREATIVECusack Creative. Creative direction, campaign production and content for brands that need all three. Manchester, UK wide.

I work across creative direction, campaign production and content, building visual work that feels considered from the first idea through to the final asset.

Selected Results

What I Do

Creative Direction

Campaign & Content Production

Photography

Social Media Content

UGC

Events & Activations

Go straight to

Photography

Creative Direction + Production

Events + Experiences

Brand Content + UGC

TRESemmé

TRESemmé

Naturium

Berlook

Berlook

Berlook

Forena

Forena

Forena

Orá Beauty

Açaí Boys

Wonderskin

Wonderskin

White Fox

White Fox

White Fox

White Fox

Simple

Hard Rock Cocktails

Adored By

SkinLuxe

LisaJewelryUS

Selected Clients

Work with me

Cusack Creative. Creative direction, campaign production and content for brands that need all three. Manchester, UK wide.