Advertising photographer London: Ian Kobylanski

Commercial Lifestyle Photography & Portraits

Commercial lifestyle and advertising photography by Ian Kobylanski.

Working in London, Ian directs natural, story-driven imagery for brands and campaigns, often working with non-models to capture real interactions, expressions, and organic movement in environments ranging from relatable to remarkable.

Having started in Vancouver, Canada, he draws on lifestyle and street photography to shape a directing style built on observation, adaptability, clear guidance, and curated locations that carry through all his work.

His detailed planning process, coupled with a relaxed approach, helps subjects feel at ease in front of the camera; commercial objectives are tastefully integrated into storylines, with space for candid, unplanned moments.

In his advertising photography, Ian collaborates closely with clients to develop scenes around their subject and setting, creating comfortable environmental portraits shaped by connection that feel effortless – not staged.

What is commercial lifestyle photography?

Commercial lifestyle photography sits between documentary and direction, creating images that feel observed rather than overly staged – like the subject didn’t know the camera was there. It focuses on people, the environments they’re in, and moments that suggest a story, rather than explaining it outright.

When it works well, it evokes a relatable feeling. In advertising campaigns, this approach captures expression and interaction in a way that makes brands feel more human and easier to connect with, often integrating a call to action in an honest yet subtle way.

Whether it’s a day-in-the-life series or a constructed scene, Ian’s advertising work is built around situations where something is happening: images unfold naturally in front of the camera.

For more insight, check out Ian’s article What Is Lifestyle Photography? A London Photographer's Perspective.

Looking for these kinds of photos for your small or one-person business? Check out Ian’s Personal Branding Photography Services.

Out-of-home advertising campaign for the Chinese Canadian Museum, commemorating the 100th anniversary of the Chinese Exclusion Act. Displayed across Canada alongside an accompanying commercial broadcasted on all major television networks. Read more about the cultural impact of this project here.

Award-winning “Spotted by Pinterest” campaign for Pinterest at London Fashion Week

Advertising campaigns inspired by London’s streets

Ian’s advertising photography draws on his London street photography, where getting up close and personal in the city he calls home has shaped his approach to finding, and facilitating, intimate moments – being where a camera often isn’t.

That instinct carries over into his street-style work at Fashion Week, including the award-winning “Spotted by Pinterest” campaign. Setting is as important as the subject; both are treated as part of the same moment and require adaptive work for tableau scenes to naturally envelop.

His wider body of street photography around the world continues to influence styling, makeup, and how he works on location, with an awareness of bold colours and cultural nuance that shapes the sense of recognizability or connection a campaign fosters.

Compositions and textures informed by urban architecture in travel photography bring structure to scenes and, namely, his editorial fashion work, with lines, geometry, and light that guide the frame and inspire the locations he scouts.

Advertising photography services in London

Documentary photography for Rosenbauer: the leading manufacturer of EV-powered firetrucks and lifesaving equipment. These images follow the Vancouver Fire Department ahead of receiving the first EV firetruck in Canada. These images were used for Rosenbauer’s promotional campaigns and their 2024 print calendar, distributed to thousands of fire departments worldwide. See the full series here.

Commercial lifestyle photography for advertising campaigns includes

Retro Ski Day campaign for White Claw Hard Seltzer.

Collaboration with trusted creative partners

Projects are supported by a trusted network of creative partners, with Ian creatively directing and producing where needed to shape how each shoot comes together, no matter the brief.

On lean productions, he oversees the process directly, bringing in key collaborators where needed while keeping things efficient and focused. As the scope expands, he builds out dedicated teams, with a clear sense of when to delegate and how to structure production to ensure it runs smoothly and meets the standards expected of larger campaigns.

His recurring team members include:

This way of working allows each brief to scale appropriately, while maintaining a consistent visual direction from concept through to final delivery.

ESPN press release for ex-MLB baseball players Michael and Tyson. These images helped achieve Michael and Tyson’s placement on Amazing Race: Canada.

Real chefs and bartenders at work for Sculpture Hospitality, Dyne App, and Yelp!

Real employee (and her cat) at home for McAfee employee appreciation campaign.

Experience with Non-Models

Much of Ian’s work is created with people who aren’t professional models. His approach is built around relationship building before a camera is present. 90% of what makes a relaxed-feeling portrait is conversation.

Time is taken before the shoot to build familiarity, often by meeting in person wherever possible, so there’s a sense of rapport and comfort. On set, direction is clear but unobtrusive, allowing flexible moments to unfold without overthinking or self-consciousness. For portraits, images are shared in real time to enable an honest feedback loop and avoid surprises for subjects and clients alike.

This way of working carries over into his personal branding and even dating photography. Clients – who’ve never worked with a photographer before – regularly fly to London from around the world to work with him for photos that feel like a friend took them.

It’s a niche you may not have heard of – some advertising photographers may even hide their broader lifestyle work, but it’s a positioning and narrative Ian owns because he can talk to anyone, put them at ease, and capture vulnerable moments. Whether reaching millions or just one person, the goal is the same – to create something honest that feels like you.

Commercial lifestyle photography campaign shoot for London, UK-based jewellery brand DOLA.

RuPaul’s Drag Race UK Season Premier.

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