Standing Out In The Sea Of Sameness with Indy Sagoo
What does it take to stand out as a photographer in a content-saturated world? In this episode, Indy Sagoo, Commercial and Fashion Photographer, shares how he’s carved out his space by building a strong personal brand, leaning into storytelling, and staying open to reinvention.
We talk about how to position yourself for the kind of work you want, the balance between speed and quality in high-volume environments, and why creative direction is just as important as technical skill. Indy also shares his perspective on AI and future-proofing your creative career in a fast-changing industry.
Whether you’re a photographer, creative director, or want to learn more about the e-commerce industry, this conversation is full of thought-provoking ideas, insights, and inspiration.
Top takeaways:
Takeaway 1: Niching Down Is Not Always Better
Indy didn’t stick to just one style or subject early in his career, and he doesn’t think you need to either. From weddings to fashion to e-commerce, every experience taught him something new and made him a more versatile visual storyteller. His strength lies in adaptability, not rigid specialization, even if this approach comes with its own set of challenges for personal branding and positioning!
Takeaway 2: Stand Out In The Sea Of Sameness
Indy’s approach to creative differentiation is simple but effective - first, look at what everyone else is doing. Then do something else. At Gymshark, that meant moving away from standard white-background e-commerce images and experimenting with warmer tones, softer lighting, and elevated direction - even on product detail pages. Indy’s advice: pick one creative variable, shift it with intention, and make sure it still looks good. That one change might be the difference between blending in and being remembered.
Takeaway 3: AI is Coming - So Be Ready
Indy doesn’t sugarcoat it: AI is changing the visual production landscape. But instead of panicking, he urges creatives to pivot smartly. Whether that means leaning into real-life photography, sharpening your eye for quality control, or embracing the work with AI tools. Future-proofing is about adapting, not resisting.
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