Behind the Scenes of the William Nylander x Shake Shack x Uber Eats Shoot: That Shot Took 25 Years to Make (You Just Saw the Last 5 Minutes)

Inside the William Nylander Shake Shack Shoot: From Mood Board to Magic

When the creative direction came in, wide angles, hard flash, quirky lifestyle, and a jolt of pop, our lead photographer, Tony Lombardo knew exactly what we were building. The assignment: a commercial campaign that would become the William Nylander Shake Shack shoot, produced with the team at Makers and the agency Angry Butterfly.

It wasn’t just about a few flashy frames. This was about building a visual identity that matched the energy of two iconic brands, captured in just minutes on set.

The Only Enemy on Set Is Friction

Everyone on that commercial set knew how the day needed to move. The threat wasn’t lighting or gear - it was friction. That invisible drag caused by extra conversations, last-minute decisions, or waiting for someone to make a call. Once friction enters, momentum exits.

The Real Work Happens Before Anyone Arrives

So we worked ahead. We scouted every location, identified limitations (we're looking at you electrical outlets...yes, BOTH of you) and built the day around them. We locked lighting, framing, and angles early, because there’s no revisiting those decisions once the shoot is live. When the talent arrived, the set wasn’t “almost ready” - it was hot!

"At Little Blue Lemon Studio, this level of precision isn’t the exception - it’s the foundation. We know how much planning it takes to execute high-pressure, high-profile brand shoots that deliver" said Tony Lombardo, our lead photographer on this campaign shoot.

When Pressure Mounts, Preparation Takes Over

At one point, Tony was told he’d lose two hero shot setups and have just five minutes with Nylander (and not the alotted 45). He said, "No. We already lit the scenes, rehearsed them, and had full approval. I'm not letting the client not get these shots. Five minutes is four too many!" He got both shots - with seconds to spare.

That’s Not Bravado. That’s the System Working.

This wasn’t about ego. It was about the creative process backed by years of experience. About respecting the prep, so when the clock is ticking, the outcome feels effortless.

Good Sets Don’t Feel Dramatic. They Feel Inevitable

That’s the aim. Not chaos. Not scrambling. Just clarity, control, and creative trust. Because when everything is in place, the only thing left to do is trip the shutter.

What It Takes to Pull Off a Campaign Like This

Every successful campaign photoshoot hinges on three things: preparation, collaboration, and creative alignment. At LBLstudio, we offer end-to-end support - from initial concept development and creative direction to on-set execution and post-production/retouching. Whether we’re directing a lifestyle shoot, managing talent logistics, or lighting & photographing a fast-paced food & beverage brand shoot, we operate with total precision and flexibility.

As a Toronto-based commercial photography studio, we work with national and global brands looking to create compelling, scroll-stopping content. Our approach blends agency-level strategy with production-house reliability – so your brand visuals don’t just look great, they land with impact.

Partner with LBLstudio for Creative Production That Delivers

At LBLstudio, we don’t just show up and shoot - we bring decades of creative production experience, seamless collaboration, and precision-built workflows to every project. Whether you're launching a new brand campaign, capturing a high-profile commercial photoshoot, or crafting content that feels as effortless as it looks, we make sure every frame tells the right story.

If you’re looking for a creative agency that knows how to lead with clarity, prep like pros, and deliver under pressure, let’s talk. We’d love to help bring your next photoshoot or campaign to life - with impact, precision, and style.

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