Behind the Shoot: ECR Launch Photography for Square
Client: Block, Inc. (Square) | Location: Los Angeles, CA | Scope: Retail, Professional Services & Food/Beverage Photography
When Square needed launch photography for their ECR (Electronic Cash Register) product line, they came to Smith and Union to bring the campaign to life across six distinct shoot setups — spanning retail, professional services, and food & beverage.
The Brief
Square's creative team needed a versatile shoot day that could flex across very different small-business worlds: an apparel retailer, a jewelry store, a hair stylist, a home repair contractor, a farmers market vendor, and a food & beverage business — each shown using Square's hardware in their real working environment.
On Set
Photographer Landon McMahon led the shoot across two 10-hour production days in Los Angeles, supported by a full crew — photo assistants, digital techs, and non-union talent cast to fit each business vignette authentically. A pre-light day ahead of the shoot ensured the team could move efficiently across six unique setups without sacrificing image quality.
Deliverables
The final image library was delivered in Raw, sRGB JPEG, and Adobe98 TIFF formats with the photographer's full color treatment — giving Square's team a complete, launch-ready asset library across every business vertical featured.
The Result
A cohesive campaign that shows Square's product working across the real diversity of American small business — apparel to farmers markets — all captured with the same authentic, unpolished energy that defines Smith and Union's approach to commercial photography.
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