When PR Calls: Capturing Press-Ready Branding Imagery in 30 Minutes for Mimi Haircare
There is nothing quite like the adrenaline rush of a massive business milestone.
Recently, we had the absolute pleasure of working with the incredible Emma MacKenzie, the powerhouse founder behind Mimi Haircare for Kids. Emma’s story is nothing short of inspiring: transitioning from a stay-at-home mum to completely disrupting the $1.27 billion Australian haircare market. Her plant-based, gentle, and fun kids' haircare line was gearing up for a massive national launch on the shelves of Coles supermarkets.
When major PR opportunities like this knock on your door, national publications don’t just want your story—they need high-resolution, professional, and engaging imagery to run alongside it. And they usually need it yesterday.
That is exactly where Life Portraits steps in.
Emma’s Website - Mini Haircare.
The Brief: High-Impact Lifestyle Imagery with a Fast Turnaround
In the fast-paced world of retail and PR, timelines are tight. Emma needed fresh, authoritative, yet approachable founder imagery that captured her essence as a successful "mumpreneur" and the vibrant, playful nature of the Mimi brand in front of Coles, to celebrate the launch of her products in the store.
The catch? We needed to execute this onsite, in just 30 minutes, and have the final gallery fully edited, polished, and ready for national publishing within a few days.
The Execution: 30 Minutes on the Clock
As commercial and branding photographers, we know that business owners don't have hours to spare—especially when they are busy launching into one of Australia's biggest supermarket chains!
Our goal was to make this as seamless and stress-free for Emma as possible. We arrived onsite, instantly assessed the best natural light, angles to show off the store, but no additional people (nice and early start before the rush), set up our professional onsite studio lighting to ensure a high-end editorial feel, and founder, Emily, got straight to work.
Because we expertly direct our clients through every single pose and movement, Emma didn't have to overthink a thing. We captured a versatile mix of:
Polished Headshots: Perfect for formal press releases and executive bios.
Product Integration Shots: Highlighting the bright, iconic Mimi Haircare bottles in an authentic way alongside her kids smiling in their school uniforms. Her standing in the isle with in on the shelves.
Lifestyle & Movement Imagery: Capturing Emma and the kids walking out of the store happy about their purchase.
In just half an hour, we wrapped the shoot, leaving Emma to get back to running her empire.
Retail Beauty Article - Featuring Emma launching her product into Coles.
The Result: From the Studio to National News
We delivered the fully edited, high-resolution gallery well within the week, ensuring Emma's PR team had exactly what they needed to secure top-tier press.
Seeing our imagery hit the digital press was incredible! The photos were beautifully featured across major national media, including:
7News:"From stay-at-home mum to supermarket shelves: meet the founder behind Australia’s fastest-growing kids’ haircare brand"
Retail Beauty:"Aussie mum disrupts $1.27B haircare market as Mimi launches nationally in Coles"
When you read these articles, the imagery does exactly what it is supposed to do: it stops the scroll, builds immediate trust, and puts a confident, relatable face to a booming national brand.
7 News article of Emma featuring Life Portraits Imagery.
Why Your Business Needs a PR and marketing Image Library
Emma’s success with Mimi Haircare is the perfect example of why having a modern, updated library of professional branding imagery is non-negotiable.
When 7News or industry publications reach out to feature your business, you cannot send them a blurry iPhone selfie or a corporate headshot from five years ago. You need premium, storytelling visuals that reflect the current success and quality of your brand.
Whether you need a massive content overhaul or a fast-turnaround, 30-minute PR shoot to meet a publishing deadline, we know how to deliver commercial imagery that makes an impact.
Emma’s Kids showing off their smiles for the shot.
Are you pitching to media, launching a new product, or stepping into a new era of business?
Don't wait until the journalists ask for photos. Let’s build your commercial image library today.
Evolving a Brand Over 5 Years: Creative Concept BRANDING Photography with Pearly Sprinkles form Zumbos just desserts
When your brand is built on sugar, vibrant colors, and unapologetic creativity, a boring, stiff corporate headshot simply won’t cut it. Your visual identity needs to be as sweet, loud, and irresistible as the art you create.
For the past five years, Life Portraits has had the absolute privilege of being the official branding photography team for the incredible Pearly Sprinkles.
You might first recognize her as the wildly talented dessert queen from the hit TV show Zumbo’s Just Desserts. But over the last half-decade, we’ve watched (and documented!) her evolve into so much more: a mixed-media artist, illustrator, author, and a passionate advocate for breaking down mental health stigmas... deliciously!
The Brief: Documenting the "Neurodivergent Unicorn"
When Pearly first stepped in front of our lenses, the vision was clear: we needed to capture the chaotic, colorful, and joyful energy of her brand. Pearly describes herself as an "overly-loud, anxious, neurodivergent unicorn," and her brand photography needed to reflect exactly that.
Over the course of 5 years and multiple creative shoots, we have completely thrown the traditional "business photoshoot" rulebook out the window.
A 5-Year Visual Evolution
This is the true power of finding a commercial photographer who gets you.
Over five years, a business—and the founder behind it—changes drastically. Not only did we document Pearly's professional pivot from making cakes to launching her incredible debut book, Emotional Support Cookie, and her fondant affirmation card decks, but we also captured her most beautiful personal milestones.
Because personal branding is so deeply tied to the woman behind the business, we documented Pearly's journey into motherhood through a stunning, creative milk bath series. Capturing her pre-pregnancy, glowing during her pregnancy, and radiantly post-partum with her newborn allowed us to show the beautiful, raw evolution of the artist alongside her brand.
More Than Just Photography: A Creative Friendship
When you build a 5-year visual partnership with a client, the relationship goes far beyond simply showing up with a camera. It becomes a true, collaborative friendship.
Pearly recently launched her new website, and we were absolutely blown away and humbled to see that she dedicated an entire gallery page to our work together, writing the below.
Seeing our vibrant imagery—from the pink swimsuit and fairy floss era to the black-balloon cake smash—displayed so beautifully on her site is exactly why we do what we do. It proves that when you fully trust your photographer to execute a wild, out-of-the-box vision, you create visual magic that lasts for years.
Behind the scenes with Pearly and I on a creative branding photoshoot before Zumbos Just Desserts.
“One of my greatest collabative and creative achievements are the many times I have worked with Life Portraits Photography. Emily, you continue to amaze me as a professional, a creative and a friend”
Bringing the Creative Concept to Life
Creative concept photography is our absolute jam. For Pearly, we didn't just want her standing in a kitchen; we wanted to build a visual world around her art.
Throughout our shoots, we heavily utilised:
Bold, contrasting studio backdrops to make her colorful hair, outfits, and fondant creations pop.
Dynamic, unapologetic posing that perfectly reflects her quirky, lovable, and highly energetic personality.
Expert lighting to ensure the textures of her sugar art looked high-end, professional, and ready for publication.
By expertly directing her through every movement, we ensured she looked confident, powerful, and completely in her element as a creative founder.
Pearly’s about section on her website featuring our feature image.
Why You Need a Long-Term Visual Partner
Pearly’s success is the perfect example of why treating your branding photography as a long-term investment pays off.
Your business is going to grow, pivot, and launch new things. Having a trusted photography team who understands your brand’s DNA means that every time you launch a new product, write a book, or rebrand, your visual marketing is guaranteed to hit the mark effortlessly.
Are you a creative founder ready to build a visual world that actually looks and feels like you? Stop settling for standard headshots.