Independent Project ADPA600 - 2010958 - Daniel James Phillips

Introduction

Working title: The Power of Emotion and Authenticity in Marketing Outdoor Photography Workshops

For my Independent Project, I will produce a cinematic promotional film and supporting materials for a wildlife and landscape photography workshop on the Isle of Skye. The final outputs will include a short film, a series of still photographs, a PDF brochure, and a webpage. Together, these will present the workshop as an experience that is both creatively inspiring and emotionally meaningful.

My research will explore how authenticity and emotion can be used in marketing to create a deeper connection with an audience. I want to move away from traditional promotional styles that focus on technical skill or visual perfection, and instead communicate what makes outdoor photography valuable on a personal level. The project will look at how storytelling and sincerity can help people feel something genuine about the experience of being in nature and learning photography in that environment.

The Isle of Skye was chosen because of its incredible variety of wildlife and its potential for powerful imagery. Species such as Golden Eagles, White-Tailed Sea Eagles, Otters and Red Deer make it one of the most exciting wildlife locations in the UK. If wildlife proves difficult to find during filming, the landscape itself offers more than enough to work with. From dramatic cliffs and open moorland to mountain light and coastal detail, Skye’s scenery provides a strong visual foundation for the project and for future workshop planning.

I will begin with a recce trip in November 2025 to explore possible locations, capture early visuals, and take notes that will inform the pre-production and research stages. This first visit will also help me understand the practicalities of leading a workshop in this environment, including access, safety, and timing.

The main research question asks: How can emotion and authenticity enhance the effectiveness of marketing for outdoor photography workshops? To explore this, I will analyse existing examples of workshop marketing by organisations such as Nikon School, Carmarthen Cameras, Skye Photo Academy and Gary Gough, looking at how each balances professionalism, education and emotional storytelling.

My overall aim is to create a film and set of materials that feel honest, personal and engaging. I want to show that emotional storytelling and genuine representation can be powerful tools for small creative businesses. Alongside the creative work, the written research and reflection will connect my practical decisions to theories of emotional branding, authenticity and wellbeing in nature.

This project will combine fieldwork, media production and reflection. It is also an opportunity to continue developing my own identity as both a filmmaker and photography workshop leader, building on the direction of my recent Nikon project.