Jonny Ross
Client Overview:
Jonny Ross is a well-known fractional CMO, marketing expert, and the head of Fleek Marketing, a Leeds-based consultancy specialising in SEO, digital campaigns, web design, content marketing, and social media. In addition to offering consultancy, Jonny is active in delivering workshops and training, regularly appearing in podcasts, hosting events, and speaking publicly. Jonny required fresh, dynamic images to boost his personal and business presence across social media platforms.
Project Background:
In 2022, just as lockdown restrictions had lifted, Jonny approached me for a new set of photos to revitalise his social media presence. He specifically needed images that would help his personal brand stand out visually in the highly competitive social media landscape. We piggybacked this shoot on top of another session I was doing in Roundhay, Leeds, and Jonny suggested a charming garden area near Roundhay Park for the setting. The location offered various colourful and lively backgrounds, which suited Jonny‘s personality and brand tone perfectly.
Objectives:
To capture a variety of images for Jonny’s social media channels, focusing on colourful, engaging backgrounds.
Create imagery that could be used repeatedly for promotional material such as podcasts, social media ads, and other digital marketing.
Ensure the images had open space for text overlays, logos, or additional graphics.
Challenges:
Jonny‘s brand is dynamic and engaging, so the photography had to match this energy. We aimed to make the photos attention-grabbing and versatile for multiple marketing uses. Another challenge was balancing professional headshots with a more casual, approachable style suited to social media.
Solution:
We took a very interactive and fun approach to the session. The garden near Roundhay Park provided a variety of vibrant backdrops — from benches to colourful ornaments — which allowed us to capture Jonny in environments that matched his personal and professional brand.
Throughout the shoot, we captured Jonny in action, using dynamic poses and exaggerated facial expressions, creating a variety of engaging images. Jonny was a fantastic subject, fully embracing the idea that social media photography requires personality and movement to stand out. He was open to experimenting with poses that ranged from pointing directly at the camera with a big smile to more serious expressions, all designed to grab attention.
To maximise the flexibility of the images, I intentionally left space in the compositions, ensuring Jonny could overlay text, logos, and other promotional elements without compromising the integrity of the photographs.
Key Highlights:
We found seven unique spots within a small radius of about 200 yards, creating diverse styles and moods within the one-hour session.
The final segment of the shoot featured Jonny in front of a background of lush green trees, which offered a stunning blurred effect, perfect for close-up headshots.
We captured a range of expressions and gestures, from his classic smile to more playful and exaggerated poses that would be ideal for social media use.
Results:
Since the shoot, Jonny has continuously used these photographs across his LinkedIn and social media channels over the past two years. The images have been integral to his marketing efforts, helping him maintain a strong, recognisable presence online. The photographs were not only used frequently, but have proven to be highly versatile, used in various contexts such as podcast promotions, social media ads, and event hosting visuals.
Conclusion: The key to this successful project was understanding the importance of visual variety and the need for personality in social media marketing. By capturing Jonny’s energy and leaving space for additional promotional elements, we provided him with a toolkit of images that have continued to benefit his personal brand long after the session.
As a photographer, the best outcome is seeing your work used repeatedly, and this project with Jonny Ross and Fleek Marketing exemplified that perfectly.