Spotlight: Joe Saraceno — From Fashion to Fragrance to Food & Drink
At Branding & Buzzing, we thrive on creative partnerships that stand the test of time. One such story is our enduring collaboration with Toronto-based Still Life Photographer Joe Saraceno, a name that resonates in the world of cosmetics, fragrance, fashion, and more recently — cocktail culture.
With over 20 years behind the lens, Joe has earned his place among Canada’s top photographers, known for his ability to stop viewers in their tracks with bold, conceptual imagery. But what makes this story extra special? It’s rooted in friendship, banter, and a creative alliance that’s lasted over two decades.
The Origin Story
Back in the early 2000s, Joe was a budding fashion photographer. At the same time, our Co-Founder and Agency Partner, Sean Beckingham, was a model agent. Their paths crossed during a menswear shoot, and from there, a partnership was born. Together, they explored everything from editorial fashion to children’s photography to commercial product shoots.
As careers evolved — Sean stepped out of fashion into food and beverage marketing, while Joe leaned fully into Still Life photography, becoming a go-to talent for brands like Holt Renfrew and The Bay. Specializing in luxury cosmetics and fragrances, Joe developed a signature style that’s since influenced a generation of photographers.
A Reunion, Served Neat
Fast forward to 2018. Branding & Buzzing landed a contract with the Distilled Spirits Council of the United States. The brief: create compelling cocktail content that would stand out in a saturated social media world. Sean had a vision — not to treat cocktails as just beverages, but as beauty products. Think: high-shine, high-concept, and styled like a fragrance ad.
There was only one person who could bring that vision to life.
“Sean told me to ‘Joe-ify’ the concepts,” Joe laughs. “It was total creative freedom and a new challenge — I was in.”
That campaign reignited their collaboration. Since then, Joe and Sean have been building stunning visuals that fuse art, flavour, and story in unexpected ways — helping brands look and feel as elevated as the spirits they’re selling.
Behind the Lens with Joe Saraceno
We sat down with Joe to get his take on creativity, longevity, and what keeps him inspired in today’s image-hungry world.
What’s it like working with someone for over two decades?
“It’s like a brotherly relationship. Sean brings the banter, and I bring the work. There’s a shorthand between us now — he trusts my eye, and I trust his vision.”
What originally drew you to photography?
“Honestly? Trial and error. I kept going until I made something that made people stop and ask, ‘how was that done?’ That’s still my north star.”
What makes you say yes to a project?
“It all starts with a solid creative concept. If the client shares the vision, we’re in a good place. From there, it’s about creating a visual backstory with colour, props, lighting — the full package.”
How do you keep your work evolving?
“When I’m not working for clients, I’m working on my portfolio. Experimentation is key. I’m influenced by everything from brutalist architecture to old movie posters. You never know where the next idea will come from.”
Thoughts on people copying your work?
“It drives me nuts, but it’s usually hilarious. Most times, they completely butcher the concept. You can’t fake originality — clients want authenticity, and that can’t be copied.”
What’s your take on gear and tech in photography?
“I keep it basic. It’s not about the equipment — it’s about what you do with it. Most of my gear is second-hand, but my images stand up because of the idea behind them.”
Where Vision Meets Vibe
The creative synergy between Sean and Joe proves one thing: when you trust the process (and each other), incredible things can happen. Whether it’s an editorial shoot or a bottle of bourbon styled like a beauty product, their work pushes the boundaries of what food and drink content can be.
And at Branding & Buzzing, we’re always here for that.
Want to see more from our collaborations?
Check out our work in cocktail content creation or follow us on Instagram @brandingandbuzzing.