Authentic Lifestyle Photography Without Slowing Production

Some of the most authentic images come from the busiest sets.

For Giant Giants' latest campaign for Miracle-Gro, Dom Pellegrino was photographing alongside a large broadcast production, capturing dozens of lifestyle moments while navigating a fast-moving set. The challenge wasn't just creating beautiful images. It was making every scene feel as though it unfolded naturally, with no crew, no cameras, and no production happening just outside the frame.

We caught up with Dom to talk about trusting instinct over perfection, finding genuine moments between takes, and why experience is the most valuable tool he brings to every shoot.

How did Giant Giants first connect with Miracle-Gro, and what led to this campaign?

Years ago, we sent Giant Giants promos to the Miracle-Gro creative team, and they reached out to learn more about how we create the loose, authentic lifestyle imagery we're known for. We had a great conversation about our production approach and what goes into making those moments feel believable. When this campaign came along, they specifically asked us to be involved. We photographed all of the stills alongside the broadcast production.

This campaign feels incredibly natural, even though it was photographed alongside a large broadcast production. What was that experience like?

Photographing stills alongside a broadcast production is always an adventure. You have to move quickly, adapt constantly, and find authentic moments in the middle of a very busy set. The client brought us in because they trusted our ability to capture a wide variety of lifestyle imagery while everything else was happening around us.

They gave me the freedom to direct my own scenes, step away from the broadcast when opportunities presented themselves, and create images using locations and talent that weren't actively being filmed. Having a nimble crew and the ability to work instinctively made all the difference.

The campaign has such a warm, lived-in quality. How do you create photographs that feel so authentic?

That's really the magic of it. The challenge is making an image feel like a quiet Sunday afternoon in the backyard, even when there's a large production happening just outside the frame.

We always come in with a plan and a shot list, but once we're on set, I rely on instinct and experience. Some of my favorite images happen between takes. I'll spot a small moment, direct it quickly, or steal a shot while talent is naturally interacting. Over two long production days, we created more than 40 unique scenes, all while weaving around the broadcast crew. It was a whirlwind, and I loved every minute of it.

What helps family moments feel genuine instead of staged?

It starts long before anyone steps in front of the camera. The lighting, wardrobe, props, and environment all have to feel believable first.

Once that's in place, it's about slowing everything down and focusing on the heart of the moment. We had an incredible team making sure every detail felt right, which gave us the space to let the interactions unfold naturally. It's always a balance of moving quickly when you need to, then creating enough breathing room for something real to happen.

Rather than making the product the center of attention, this campaign celebrates the moments that happen because of it. How did that shape your approach?

I have to give credit to the Miracle-Gro creative team because they really understood that idea.

The product is why we're there, but the photographs are about something much bigger. They're about spending time in your yard, enjoying your family, and appreciating all the work you've put into creating that space. Those simple moments together are what people remember. That's the real story.

Looking back, what are you most proud of from this project?

This is my favorite kind of assignment because it lets me do what I love most: create a huge variety of imagery while making it all feel cohesive.

There may have been a crew of 60 people just outside the frame, but my goal was to make it feel as though I was simply observing a family's weekend together. Capturing that many different moments while keeping everything believable is what I'm most proud of.

Finally, was there a favorite memory from the shoot that didn't make it into the campaign?

This has nothing to do with the campaign itself, but I love kitschy travel moments. When I found out we were shooting in Encino, I made my kids watch the 1992 classic Encino Man before I left. While I was there, I had to stop by the original 7-Eleven filming location in nearby Van Nuys. That, along with my nightly In-N-Out run, made for the perfect California trip.