Behind the Lens: Shooting William Nylander for Shake Shack x Uber Eats

Photographing William Nylander for the Shake Shack x Uber Eats Campaign

When Hockey Meets Burgers - And a Whole Lot of Hustle!

When I got the call about photographing William Nylander for a Shake Shack x Uber Eats campaign, I knew it was going to be a fun one. You don’t get many chances to combine one of the NHL’s biggest stars with one of the world’s best burger joints - so I was all in!

What made this project stand out wasn’t just the names involved, it was the tone. The creative team wanted to capture something that felt authentic, a little unexpected, and totally unapologetic. Think: bold colours, street-style energy, and a real Toronto vibe. Right up my alley.

How I Prepped for a High-Speed Commercial Photography Shoot with William Nylander

I’m a big believer that smooth shoots come down to prep, not luck. Before the shoot, I was on location checking lighting conditions, planning gear loads, figuring out what we could control and what we couldn’t. I walked through every shot in my head before we ever got behind the camera.

When the day comes, you don’t want to be guessing. You want to be creating.

Behind the Scenes of a Celebrity Brand Campaign with Shake Shack and Uber Eats

Originally, we were supposed to have about 45 minutes - Plenty of time. Then, right before the shoot, that got slashed to five. Five minutes. Two setups. One chance to nail it.

But because everything was pre-lit, pre-framed, and approved ahead of time, we made it work and fast. One frame in, we had the first shot. Two frames later, we had the second. That only happens when the whole team is dialed in.

Teamwork Behind the William Nylander Shake Shack Campaign Photoshoot

People love to talk about “getting the shot,” but honestly, I never see it as a solo win. It takes a full team to pull off something like this. From the agency creatives to the stylists, the producers, assistants - everyone showed up and brought their best.

It was one of those days where everyone was in sync, and when that happens, the energy on set is unbeatable. We were laughing between takes, working hard, moving quick and still having a good time.

Why Commercial Photography Campaigns Like William Nylander's Matter

This project reminded me why I do what I do. Yeah, it’s about the photography - but it’s also about solving problems on the fly, telling real stories, and bringing personality to life in a single frame.

Every brand has a voice. My job is to help visualize it in a way that feels honest, sharp, and impactful. Whether I’m photographing athletes, artists, product, brands or entrepreneurs, it all comes down to connection.

Lessons Learned from Shooting the Shake Shack x Uber Eats Campaign in Toronto

Here’s what stuck with me after the Shake Shack x Uber Eats x Nylander shoot:

• Good prep turns pressure into opportunity.

• Simplicity beats overcomplicating, every time.

• A connected team creates better work - full stop.

If you're a brand looking to level up your campaigns with storytelling that cuts through, I’d love to connect. Shoots like this aren’t just about the gear or the talent - they’re about intention, trust, and showing up ready to make something great.

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