Andy Cannon is a Spain-based visual director delivering fast, cinematic productions across Spain and Europe for outdoor, swimwear, and lifestyle brands. His agile crews, mountaineer-level planning, and light-first approach unlock multiple locations and look in a single schedule all year-round.
Andy, what makes your productions different from other lifestyle/adventure shoots in Europe?
I have had the fortune to come from a rugged outdoors family and am ex-expedition leader so I plan like a mountaineer and shoot like a filmmaker. We build agile, talented teams and we move fast. That means more looks, story and locations and the light and weather on our sides.
Why the Canary Islands and how do they compare to classic U.S. locations?
Well typically we get year-round sun add that to the dramatic volcanic deserts, white sand palm tree beaches and black-sand beaches, pine trees, stunning villas and urban brutalist architecture all within minutes or 2 hours and it’s like having parts of Hawaii, Arizona, and the Pacific Coast compressed into a one location and thats just one of the islands. For brands, this translates into cinematic variety in a single schedule.
How do you keep commercial work feeling spontaneous?
It definitely starts with a pre-scouting for sun angles, shadows, and weather and also developing the eye to see these as situations change on location. Finding and connecting with good models and people who can easily move, pose and look natural in the role increases efficiency and allows for spontaneity. Then knowing when to direct and when to stand back and let the moment reveal itself and be ready for it.
What are brands getting wrong outdoors?
Over-production and fighting to turn the environment into a studio. Trying to tame it and control it is expensive and time consuming. Rather respect and collaborate with nature. let it lead, read the weather and light, and the concept will define itself around them.
Top locations you recommend for U.S. brands?
Tenerife for volcanic moonscapes and black beaches; Gran Canaria for dunes and canyons; Lanzarote and Fuerteventura for dunes and beaches. Ibiza for refined coastal lifestyle; Barcelona for urban + beach + mountains in one radius. Across Spain and Europe, it’s about stacking contrasts.
One quote that sums up your philosophy?
I like to say "I create photos, not just take photos". It’s creating a moment for the shot to happen in. Using clear direction, collaboration, and letting the brand, the team, and the environment drive what we build together.
Practical guide for creative/art directors
Agile Production: Director/photographer-led with on-demand crew (styling, casting, drone, video, edit).
Speed & Coverage: Multi-look, multi-location schedules built around sun, tide, and terrain.
Versatility for Deliverables: Campaign + social + product lifestyle captured in one run.
Budget Efficiency: Diverse European backdrops within short travel windows and predictable weather.
Creative Alignment: Deep dive on brand aesthetics, tone, and retail realities before we roll.
Plan the next outdoor campaign with a lifestyle photographer in Europe.
For estimates and treatment development, visit or book a discovery call with an lifestyle brand photographer.
Media Contact
Company Name: Andy Cannon
Contact Person: Press Office
Email: Send Email
Country: United States
Website: http://www.andycannon.co.uk
