A multi-day creative production capturing the real experiences of visitors exploring Lake Ohrid. From rain-soaked streets to sunlit shoreline walks.
Deliverables:
Hero film, short-form location pieces, and still photography for web, social, and print use.
Hero film, short-form location pieces, and still photography for web, social, and print use.
Project Overview:
Client: TUI Lakes & Mountains
Location: Lake Ohrid, North Macedonia
Production Company: DGTL Concepts Ltd
Date: Summer 2023
Photographer: Martin Sylvester
Role: Unit Stills Photographer
Location: Lake Ohrid, North Macedonia
Production Company: DGTL Concepts Ltd
Date: Summer 2023
Photographer: Martin Sylvester
Role: Unit Stills Photographer
Purpose: Content campaign launching North Macedonia as a new Lakes & Mountains destination
The Creative Brief
TUI commissioned a full content package to introduce North Macedonia to their Lakes & Mountains portfolio. This included a destination hero film, location-based video cutdowns for social platforms, and a versatile library of still photography.
As unit photographer, I was tasked with capturing documentary-style images that reflected the lived experience of travel - not staged perfection, but a genuine window into a new and relatively undiscovered destination.
The Team
Director: Sam Wordsworth
DoP: Troy Edige
Producer: Amelia Wordsworth
Photographer: Martin Sylvester
The Process
Days 1-4: Rain & Resourcefulness
We were met with persistent rain for the majority of the first four days. Rather than delay production, we pivoted to focus on local culture, food, architecture, and spontaneous moments between takes. I leaned into overcast light and reflections to capture the beauty in the ordinary - travel not filtered through sunshine, but still rich with emotion.
We were met with persistent rain for the majority of the first four days. Rather than delay production, we pivoted to focus on local culture, food, architecture, and spontaneous moments between takes. I leaned into overcast light and reflections to capture the beauty in the ordinary - travel not filtered through sunshine, but still rich with emotion.
Days 5-6: Real Travel Moments
Once the weather lifted, we continued to build the campaign around natural light and unscripted scenes. No golden hour setups - just real-life moments: visitors navigating old towns, dipping into the lake, or discovering local cafés. My photography aimed to feel intimate and familiar, reinforcing TUI’s brand as authentic and experience-driven.
Once the weather lifted, we continued to build the campaign around natural light and unscripted scenes. No golden hour setups - just real-life moments: visitors navigating old towns, dipping into the lake, or discovering local cafés. My photography aimed to feel intimate and familiar, reinforcing TUI’s brand as authentic and experience-driven.
BEHIND THE SCENES
Reflections & Results
“This project reminded me that real travel stories often exist outside of perfect conditions. My focus was to make every frame honest, immersive and grounded in the moment.”
~ Martin Sylvester
The campaign delivered a strong suite of visuals that connected with TUI’s audience. The stills were used across web, email, and print - bringing a new, lesser-known destination into focus with a down-to-earth visual tone that stood out from traditional brochure-style imagery.