Of everything that affects how a product launch turns out, lighting does more heavy lifting than most people realise, more than the camera, the location or even the outfit.
Soft, directional light flatters most faces and settings, while harsh or flat light tends to work against almost everything. This is exactly why studio sessions use a controlled setup rather than leaving it to chance, and why location sessions are usually timed around the light rather than around convenience.
Two photographers can shoot the same brief and get noticeably different results, even with similar technical skill, and light is usually why.
See also: The best time of year to book a product launch in London.
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FAQs
Straight answers below.
What does launch coverage usually include?
The room and the product both: guest arrivals, the reveal moment, key handshakes, and clean detail shots of the product itself for press and social use.
Can you turn images around during the event?
Yes. Same-night selects are a common request for launches, so a social team can post while the room is still full.
Further reading
A handful of related posts.