Behind the Shoot: A Sunset Beach Bonfire Campaign for mërfōlk by San Luis Obispo Photographer, Kelli Avila
If you're a coastal, surf, or swim brand looking for a San Luis Obispo photographer who actually lives the lifestyle she's shooting, this one's for you. I recently wrapped a full brand campaign for mërfōlk, a new label that just launched this month, and it's easily one of my favorite shoots to date.
The Brief: Capture the Real Central Coast
When mërfōlk came to me, they didn't want stiff studio shots or stock-photo energy. They wanted their launch collection to feel like the Central Coast, relaxed, sun-worn, a little salty. So I planned, styled, and creative directed the entire shoot around a beach bonfire at sunset, set against Pismo Beach.
As a San Luis Obispo, CA brand photographer, this is exactly the kind of project I love: one where the setting does half the storytelling before a single frame is shot.
Casting Real People, Not Models
Instead of booking traditional models, I hand-picked local people who actually reflect who mërfōlk is selling to. Real bodies, real energy, real Central Coast style. If you're a swim or surf brand trying to build trust with a target customer, this matters more than polish, people buy from brands that look like them, not from brands that look untouchable.
Golden Hour, Bonfire, and Boards in the Water
We built out a full bonfire scene on the sand and shot straight through sunset, chasing that warm, hazy SLO-cal light the whole way. My favorite moment of the day was wading into the water with the models and their surf boards, Pismo Beach stretched out behind us. It's the kind of image that does double duty: it sells the product and sells the feeling of living here.
Every single SKU in the launch collection was documented across multiple models and multiple backdrops, so the brand walked away with a full library that tells one cohesive story instead of a scattered product catalog.
Why This Matters for Coastal & Outdoor Brands
This is the exact process I bring to any brand rooted in beach, surf, swim, or outdoor life:
Authentic casting that mirrors your actual customer
Real locations, not backdrops — beaches, bonfires, water, board shorts and salt spray included
Full SKU coverage so your team has usable, on-brand content for every product, not just the hero pieces
A cohesive visual story, not a stack of disconnected product shots
If you're a clothing, swimwear, surf, or outdoor brand looking for a San Luis Obispo photographer who can plan, style, and shoot your next campaign start to finish, I'd love to talk. Watch for the full mërfōlk launch at merfolk.store, and reach out if you want your brand's next shoot to feel this real.
