Behind the Scenes: NYC Brand Photography During July 4th
Last Updated on July 8, 2025 by Erin Donahue
When people imagine the life of a NYC brand photographer, they picture glamorous shoots, iconic backdrops, and fast-paced campaigns. But behind the polished images is a lot of prep work, post-processing, and creative problem-solving.
In this post, I’m giving you a behind-the-scenes look at what a 3-day photo assignment in New York City looks like. Sail4th hired me to cover their multi-day brand activation leading up to July 4th. The team will use the content I captured this year to promote America’s 250th anniversary in 2026. Over the course of three days, I captured content on a historic aircraft carrier, at the New York Stock Exchange, and in the middle of Times Square. Here’s what this assignment looked like!
Day 1: Press Announcements on the Intrepid
The first day of the Sail4th campaign started on the west side highway of Manhattan aboard the USS Intrepid, a retired aircraft carrier turned museum. It was hot and humid, the kind of summer day where walking more than a few blocks feels like a workout. In high school, my cross country teammates voted me ‘most likely to drown in her own sweat.’ While it gives an air of mean girl, they’re not wrong. Thankfully, an MTA bus pulled up right on cue and saved me from sweating through everything.
As a NYC live event photographer, I shoot in unpredictable conditions all the time, but photographing a press conference on the top deck of a ship was a new one. I focused on capturing press visuals, crowd shots, and editorial frames for the client’s brand documentation. These kinds of shoots are one of the best parts of being a NYC brand photographer; they give you access to spaces most people never get to experience. For free too!
Day 2: Inside the New York Stock Exchange
The second day brought me downtown to Wall Street to photograph the opening bell ceremony at the New York Stock Exchange. This part of the shoot was easily one of the most memorable moments of the campaign. At check-in, I picked up a personalized metal nameplate with my name etched into it. It was definitely the fanciest media credential I’ve received. I also received my first-ever challenge coin before stepping onto the trading floor.
As a commercial brand photographer based in NYC, documenting these types of moments requires fast reflexes, quiet movement, and a good sense of spatial awareness. I captured a mix of branding, candid moments, and visual storytelling.
Day 3: Capturing Street Interviews in Times Square
I spent the final day of the Sail4th campaign in Times Square, capturing behind-the-scenes content. My client’s team interviewed people on the street while I documented it all. Normally, Times Square is the kind of place most New Yorkers avoid, but it was fun to people-watch all the characters walking by. I documented everything from spontaneous reactions and tourist interactions to brand assets and public engagement.
By the end of the day, I had collected a second challenge coin, this time from my client. These real-time, boots-on-the-ground experiences are part of why I quit my corporate job.
What It’s Really Like Being a Photographer in NYC
The visuals might look glamorous, but the truth is, 80% of my work happens behind the scenes. For every hour I spend on location, I spend many more hours editing, culling, emailing, backing up files, and organizing assets. This project reminds me exactly why I chose this path. I get to live my dream, and photography continues to take me to places most people never see!
Being a brand photographer in NYC isn’t just about taking photos. It’s about building trust, staying adaptable, and delivering content that works for marketing teams, PR reps, and business owners alike. My background in corporate is the backbone of how I’m able to maintain my business. Not to toot my own horn, but professionalism is what sets me apart. Whether I’m working with a luxury brand or documenting a public event, I always aim to create visuals that go beyond just capturing a moment. They tell a bigger story.
If you’re a brand, agency, or organization looking for a creative partner to bring your NYC campaign to life, let’s connect! I offer brand photography, event coverage, and creative production tailored to your vision. Let’s make something worth capturing!
