As a photographer and videographer, I’ve been trained to obsess over the details — crisp lighting, dynamic composition, flattering shadows, and just the right amount of post-production. So, when I first saw American Eagle’s recent campaign featuring actress Sydney Sweeney, I was struck… not by how polished it looked, but by how unpolished it was.
Flat lighting. No catchlights in her eyes. Casual posing. Videos that feel like someone just pulled out their phone and hit “record.”
From a technical standpoint, the campaign breaks a lot of rules. But from a marketing standpoint? It might be brilliant.
The Rise of Real
We live in a time when younger audiences – especially Gen Z – value authenticity over perfection. Over-produced content can feel out of touch, even manipulative. Instead, the new visual language is raw, spontaneous, and honest. Think BeReal, not Vogue. TikTok, not TV commercials.
The shift has changed the creative brief for brands. American Eagle didn’t make a mistake with the lighting-they made a statement: We’re just like you. This isn’t a campaign. This is a moment.
Marketing to the Mood
As visual artists, it’s easy to get wrapped up in what looks “right” to us. But successful marketing doesn’t always chase ‘technical perfection’ – it chases emotional connection. If your audience connects more with the feeling of a quick phone snap than with a flawlessly lit studio portrait, then guess what? That’s the right image.
Perfection Isn’t the Goal – Connection Is
There’s still a place for high-end, crafted imagery (and we’ll proudly keep creating it). But as marketers, we have to recognize that the visual world is evolving. Sometimes, creating an impactful campaign means stepping back from the ‘softbox’ and embracing the soft light of a bedroom window. Sometimes it means letting go of control and trusting that a little imperfection makes the story more relatable.
In the end, good marketing isn’t about showing off your tools. It’s about knowing your audience – and speaking their visual language, even if that means making it look like you didn’t try that hard!
Because these days, not trying too hard might be the smartest move of all. -Rick Bella for Bella Photography
To see Sydney Sweeney’s Picks, click the image below.
