Art direction for City of Duluth Tourism photo shoots focused on capturing real, unscripted moments that feel authentic to the city. Each shoot was guided by the brand’s photography principles, prioritizing candid, active, and honest imagery that highlights Duluth’s people, landscapes, and experiences.

Pre-production centered on planning locations, activities, and talent that felt genuine and uniquely Duluth. Shot lists were designed to capture movement, interaction, and seasonal variety while avoiding anything staged, overly posed, or generic.

On set, direction emphasized natural light, organic composition, and in-the-moment storytelling. Subjects were encouraged to engage naturally with their environment, allowing authentic moments to unfold rather than forcing poses or setups.

Final image selection and light color correction ensured the photography remained realistic, cohesive, and flexible for use across tourism channels, resulting in a photo library that feels true to Duluth’s character.