Light, Film, iPhone: How Josh Aikin Changes the Face of Advertising Photography (21 photos)

Young American photographer Josh Aikin burst onto the world of advertising photography unexpectedly, immediately adding fresh color to its already vibrant palette. Aikin's style is full of light, tanned bodies, and toothy smiles. Even when he shoots in a studio, it seems as if the doors open onto a California beach.





Josh Aikin's childhood coincided with the era of the first camera phones. Back then, no one took this feature seriously due to the low quality of the photos. But Josh took his first pictures with this very simple equipment, and they say he wasn't embarrassed to show them off.



Heat

A childhood hobby grew into a profession, and Josh is now a well-known advertising photographer in the US. Surprisingly, he still uses his iPhone in his work alongside professional cameras. He also has another weakness: film cameras. They went out of fashion when Aikin was still in kindergarten, but he still loves working with them.

Thoughts

The photographer says he decides what to shoot at the last moment, when the image is already in his head. For many clients, this approach to photography seems unexpected, but everyone knows the result is always excellent. Josh Aikin shoots for such famous brands as Nike, Celestial Swimwear, Pepsico, and many others.



Photoshoot in the city. 2025



At home



Beam



While reading



Photo session at yacht







For the brand Celestial Swimwear



Photo shoot for Black Shoes







For the brand Celestial Swimwear



For the Celestial brand Swimwear



In the pool





Shooting for Good Burger





What do you think of Josh Aikin's approach to photography—his intuitive choice of equipment, his love of film, and the effortless Californian feel he captures in his shots? Do you value spontaneity or a carefully thought-out creative process? Share your thoughts in the comments!