Content creation, social media and digital storytelling behind a growing art brand

The brief

The requirement was never just to produce occasional promotional content. The real challenge was to build an ongoing content workflow around a prolific artist whose output, opportunities and ideas move quickly.

That meant photographing artwork to a high standard, filming Jim in a way that felt natural and engaging, producing short-form video for social and marketing, and capturing exhibitions and launches with enough personality to reflect both the work and the artist behind it.

There was also a practical and commercial layer to the brief. Artwork needed to be professionally photographed and archived for future reproduction, press use and gallery promotion. Social content needed to support launches and campaigns. And the entire process needed to be flexible enough to move at pace, often without the luxury of long lead times, formal planning or heavily structured production days.

Our approach

We approached this as a long-term creative partnership rather than a campaign-by-campaign content service. We work closely with Jim and produce content in a way that reflects the pace, spontaneity and character of his practice.

We travel with our equipment and shoot both on location and in-house, depending on what the work requires. That might mean photographing artwork in the studio, filming short-form content around a new body of work, documenting an exhibition, or quickly creating social content to support an upcoming sale or launch.

A large part of the value is responsiveness. Many of the shoots are fast, energetic and improvised. They are often built around a strong instinct, a good idea and the confidence to capture it quickly. There are rarely formal storyboards or overplanned production setups. More often, the process is frantic, creative and instinctive, with one-take moments that somehow always come together. That raw energy is then shaped in the edit, where Harry plays a key role in turning loose, exciting footage into highly effective social content.

Content production and execution

This work spans artwork photography, archive management, short-form video, exhibition documentation and wider social content creation. Every piece of content has a job to do, whether that is helping launch a new series, supporting an upcoming sale, promoting an exhibition or building Jim’s wider presence in the art world.

We photograph all artwork to a high standard, both for immediate use and long-term archive purposes. That archive supports e-commerce, reproduction, gallery requests, media opportunities and promotional use, ensuring that strong imagery is always available when needed. The quality and consistency of this process is especially important for an artist with a large and growing catalogue.

Alongside artwork photography, we regularly film and photograph Jim himself, producing content for his art channels and wider marketing activity. This includes short-form social content, exhibition films and more story-led edits around the work and Jim’s journey as an artist. The content produced for Jim’s art presence also benefits from crossover reach through his personal Instagram audience of more than 312,000 followers, helping new work reach a much wider audience.

The social and campaign content has delivered real commercial value. Content supporting launches and promotional activity has helped drive strong demand around new releases and archive sales, including major campaign periods that generated revenue equivalent to a significant share of annual turnover within a matter of days. The 2024 Archive Sale was a strong example of that, where demand surged hard enough to place serious pressure on the website infrastructure. That level of response underlines the direct link between strong creative content, audience attention and commercial performance.

Launch & delivery

Delivery in this project is ongoing and fast-moving. New artwork, exhibitions and campaign opportunities create a constant need for fresh content, so the workflow is built around responsiveness, consistency and creative flexibility.

That includes travelling to shoot on location, producing content in-house, photographing and archiving artwork, editing short-form social pieces and turning around launch support content quickly when needed. Because the relationship is established and the process is collaborative, we can move quickly without losing quality.

Outcome

This work has become an important part of Jim Moir’s wider art business. It has helped strengthen how the work is presented online, grow visibility around new releases and exhibitions, and create a content engine that supports both audience development and direct sales.

The content is not separate from the commercial success of the platform. It actively contributes to it. From sold-out artwork series to high-performing sale campaigns, the work has helped turn attention into action and maintain momentum around Jim’s growing reputation as an artist.

Just as importantly, it has helped build a recognisable and engaging digital presence around the work itself. Audiences are not only seeing finished artworks. They are seeing Jim, his humour, his exhibitions, the energy behind the process and the personality that makes the work memorable. That has real value in building a lasting audience in the art world.

For Bryter Digital, this project is a strong example of how content creation, social media and digital support can function as serious standalone work while also strengthening a wider e-commerce ecosystem. It is creative, fast-moving, commercially relevant and built on a close working relationship that continues to evolve.