Marina has been part of the FLOW journey for years—attending, hosting, and always delivering sessions that stick with us. This time, she’ll be back at FLOW: Europe 2025 with Laura Winson to dive into Inclusivity, Diversity, and Authenticity in E-commerce Visuals, join FLOW: Europe here.
By day, Marina is the Audiovisual Production Manager at Camper, where she manages creative operations and production workflows smoothly while balancing creativity, organization, and teamwork. With a strong casting background and dedication to models’ well-being, she’s on a mission to help make the fashion industry a better place with more empathy.
Takeaway 1: Studios Need Empathy as Much as Efficiency
Marina’s unique perspective comes from starting her career in front of the camera. That experience shaped how she now manages production teams, giving her insight into what it feels like to be the most exposed person in the room.
“I think I developed a level of empathy for who is in front of the camera that I think is very unique. I can really understand what people are feeling and how we should treat them to get the best out of them and have the best performance,” she explains
That sensitivity extends beyond individual interactions; it informs how she builds entire studio cultures. For Marina, empathy is not a soft skill or an afterthought; it’s foundational to making strong creative work. “I also give a lot of value to the energy on set. I think it’s super important, and I think it’s a must to protect that.”
In practice, this means creating an environment where respect, professionalism, and human connection come before efficiency metrics. A photoshoot may be built around deadlines, samples, and deliverables, but without the right atmosphere, the results will fall flat. As Marina puts it, great images don’t happen just because of good lighting or styling; they also come from people feeling safe, supported, and part of the process.
Takeaway 2: Small Changes Can Create Safer Workplaces
While systemic challenges exist in fashion and e-commerce production, Marina emphasizes that not every solution needs to be a big budget. Small, intentional choices can transform the atmosphere on set, shifting it from transactional to collaborative.
“We should not share opinions on the bodies of models. It’s so simple, but people still do it. We cannot touch the model without asking permission, not even to adjust clothing. And we need to check now and then if they are feeling okay, and explain the creative direction so they understand what’s going on.”
Maybe not radical measures, but just basic acts that are too often overlooked in the rush of production. Marina highlights how even language makes a difference: the way feedback is delivered, whether someone is included in the conversation, or whether directions are given in a way they can actually understand. She points out that models are frequently left in the dark, expected to perform without context, which not only undermines their confidence but also weakens the creative outcome.
By asking instead of assuming, involving talent in the process, and maintaining open communication, studios can protect the well-being of those on set. And as Marina stresses, well-being directly fuels better performances and stronger images. “If everyone on set—from the stylist to the makeup artist—treats the model with respect, that’s enough. We don’t need extra investment; we just need awareness.”
Takeaway 3: Casting Choices Shape Culture and Society
Maybe the most powerful part of Marina’s perspective is her reminder that casting is not just a business decision. It’s a cultural one.
“The problem of setting unrealistic beauty standards doesn’t come from AI. This is a problem we’ve been having since we created images. Casting choices are the ones responsible for setting the beauty standards and for creating this collective imaginary idea of what beauty is.”
Marina points out that while body diversity had its moment in the spotlight, many brands have slipped back into old habits. Real change, she says, isn’t about making a splash in one big campaign, it’s about showing up consistently. If diversity only lives on the billboard but disappears in the product shots, it’s just a trend, not a transformation.
“It’s a pity it became a trend. It was only used for campaigns, to show off, but not really to add to an impactful layer. Especially for body diversity, this is the topic that is most behind right now.”
For brands, the opportunity is in taking risks, challenging stereotypes, and using casting to build authentic connections with audiences. As Marina puts it, “The images we create shape society. Before we launch a message to the world, we should ask: does this add value, or are we just perpetuating a stereotype?”
Catch the full conversation in The FLOW Show on Spotify and Apple Podcasts.