The Moments
Photography and video from three of Sundance's most recent shoots — built around sunlight, real families, and moments as they happen, not staged ones.
Swim Spa Launch — First Lifestyle Shoot
The first shoot after establishing Sundance's visual style, and the brand's first-ever lifestyle photography for its Swim Spa line. Shot entirely on 35mm film across three vintage cameras, the goal was a nostalgic, memory-like quality — closer to a photo album than a campaign — that would set Sundance visually apart from Jacuzzi from day one. We let the family move through their own afternoon rather than direct specific poses, capturing real moments as they happened.
780 Series Relaunch — Toronto
This shoot marked an update to Sundance's mid-range 780 line, and gave us a chance to test something beyond the product itself — whether the nostalgic, film-driven look I'd established for Sundance could translate to digital without losing its warmth. We shot both formats side by side: film for the same intimate, memory-like quality as before, and digital as a deliberate experiment, giving us cleaner, larger imagery suited to product shots and in-store signage where film's grain wasn't the right tool. The result confirmed the visual language wasn't tied to the medium — it could hold up either way, as long as the intent behind it stayed the same.
880 Series — Fall Production
The 880, Sundance's best-selling line, shot the day after the 780 relaunch — a mix of 35mm film and digital again, this time featuring a family with an older child and rich seasonal color. Weather pushed photo and video into a single shared day, but the results held up: warm, moody sunlight shots that felt distinct even against the rest of the Sundance body of work.
A look at some of Sundance's recent productions — sunlight, real families, and a nostalgic warmth that never needed to be staged.