Sam Hofman is a London-based commercial still-life and tabletop photographer specialising in luxury beauty, spirits, fragrance, and drinks campaigns for advertising and editorial clients across the UK and internationally.

Fifteen years of building sets, adjusting lights, and watching how liquid pools across a surface. That obsession with material physics built a reputation for meticulous product photography and moving image work with clients including Dior, Hennessy, Creed, and Wallpaper. Clean palettes. Considered composition. An unhealthy attention to how light catches the edge of a bottle.

Every image tells a story. The way light falls, the tension between objects, the moment something catches or spills or settles. The craft isn't just making things look beautiful. It's finding the moment where everything holds. Whether it's glass, liquid, or metal, the approach stays the same. Bold colour. Careful light. Material accuracy that holds up under scrutiny.

That same material knowledge now shapes a parallel practice in AI-directed production. Understanding why light behaves the way it does, why surfaces reflect and refract, why condensation forms where it does. That craft doesn't disappear when the tools change. It becomes the difference between generated images that feel physically true and ones that fall apart under scrutiny.

AI-directed hofman.studio

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Represented by Making Pictures

Website by Jake Dow-Smith