Campaign photography for Old Habits Die Hard in Tuscany

An editorial brand campaign for Old Habits Die Hard, photographed in Tuscany. Inspired by the raw, cinematic atmosphere of Yellowstone, I translated the brand story into images full of character, freedom, fashion and warm Italian light.

A brand story under the Tuscany sun

Some brands don’t need to be explained. You feel them. Old Habits Die Hard is one of those brands. Bold, feminine, free-spirited and always with a little edge.

A hat brand that is not just about what you wear, but about who you become when you put it on. In the summer of 2025, I travelled to Tuscany with a small creative team to photograph a new hat campaign. Not a simple product shoot. Not polished images without soul. But a visual story that felt like it already existed somewhere, we just had to find it.

From hat collection to visual world

The campaign was inspired by the raw, cinematic world of Yellowstone: dusty roads, sun on skin, wind in your hair, strong women in an open landscape. Not a literal western theme, but the feeling behind it. Freedom. Strength. A sense of being slightly untamed. Among the rolling hills, dry fields and warm Italian light, I photographed Andrea and Marlou. Two women, two energies, one story. The hats were there, of course. But never just as products. They became part of an attitude, a movement, a character.

Editorial brand photography with character

To me, strong brand photography never starts with simply creating a beautiful image. It starts with the world you want people to step into. For this campaign, it was all about character, texture and atmosphere. The feeling of fabric, leather, sunlight, skin and landscape. Images that don’t only show what a collection looks like, but translate what the brand feels like.

That is where my work feels most at home: somewhere between campaign photography, editorial fashion photography and visual storytelling. Creating images that are commercially useful, but never empty. Images that work across a website, social media, advertising and lookbooks, while still carrying a deeper sense of identity.

Social-first content for the campaign

Alongside the campaign photography, I also filmed social-first video content for Old Habits Die Hard. Short, atmospheric clips created with social media in mind: movement, texture, behind-the-scenes moments and details that bring the campaign world to life beyond the still images. The goal was to create content that felt natural to the brand and easy to use across Instagram, Reels, TikTok and paid social. Not overly polished or forced, but cinematic, tactile and made to capture the feeling of the shoot in just a few seconds. By combining campaign photography with social-first videography, the visual story became more layered. The stills created the world, the video content gave it movement.

Explore the rest of the campaign

For brands that want more than beautiful images

This shoot is part of my work as a brand and campaign photographer. I help brands translate their story into images that carry atmosphere, identity and emotion. Whether it is a fashion campaign, lifestyle shoot, content shoot or editorial brand story, I think along with the concept, mood, location, light and how the images will be used afterwards. So you don’t just end up with a folder of photos. You end up with a visual world that makes sense.

Want to create a visual story for your brand?

Do you have a brand, collection or campaign that deserves more than standard content? Let’s create images that don’t just show what you sell, but make people feel what your brand stands for.

Brand: Old Habits Die Hard
Styling: Talisa Cheung & Annika Noordzij
Models: Marlou Vos & Andrea Flórez
Makeup: Chiarabeauty
Ranch: Melissa Cipriani
Art & Creative Direction: Jeroen Noordzij
Photography: URDE studio
Videography: URDE studio