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Wellness is the way these days. Being in tune and balance is what everyone is looking for. I have shot brands that focus on the physical well being of one self. The key here is beautiful skin, fitness, energy, vitality. Capture that in a raw way while showing the product. Sometimes it is more about your mental well being and that shoot may require more of a concept to get across the inner mind. Each type of shoot, I believe needs to remain raw and textural, because that is who we are as humans.