Carvela Bello & Donna Commercial
Introduction
Rebuilding the bridge between world-class work and the world that needed to see it.
Rabinowitz Photography had already built what most photographers spend their entire careers chasing. A fine art business with a brick-and-mortar gallery, a global clientele and a social following that had grown organically around Adam’s eye, his travels and the work itself.
But while the business was thriving in the physical world, the digital presence had gone dormant for two years. Because a new gallery was opening at the V&A Waterfront during one of the highest-converting retail periods of the year, the opportunity was bigger than just getting attention back online. The brief was to rebuild the digital infrastructure and turn Q4 2025 into a record breaking quarter.
Year
2024 - 2026
Client
Anglovaal Industries & Carvela
Categories
Overview
In a market where every photographer shows their best work, the ones who actually stand out are the ones whose audience feels like they know them. So we didn’t approach this as a content refresh. We approached it as a founder-led brand rebuild, with Adam’s personal story and the business’s digital presence working together.
That meant taking the audience deeper into the world behind the photographs. We traveled into Botswana and Namibia to document the full process, not just the finished images. The travel, the pre-production, the long waits, the search for animals in difficult conditions, the capture itself, and then the unseen part most people never think about. The printing, framing and distribution inside their studio. That journey from raw file to a finished piece in someone’s living room became the narrative spine of the campaign.
Because that’s where trust is built. Admiration gets people to follow. Context gets them to buy.
Credits
Executive Producer: Renzo Puchini
Producers: Dean Slotar & Brandon Upfold
Photographers: Roy Potterill, Kyle Kingsley, Arehone Malovhele & Tsepo Masuku
Social Media: Shelby Kleynhans & Itumeleng Gaboo
Cinematographers: Tsepo Masuku, Arehone Malovhele, Brandon Upfold
Lead Editor: Brandon Upfold
Editors: Tsepo Masuku & Arehone Malovhele
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