Since launching in 2002, Louise Murray and Louise Morgan have built Loulou Productions into one of the UK’s leading stills production companies. With roots in advertising photography, they bring a unique eye for detail, a deep understanding of location logistics, and a truly personal approach to every project. From scouting remote landscapes to managing global campaigns for brands like VW and Shell, their work is as diverse as it is polished. In this interview, they share how it all began, what keeps them inspired, and the stories behind some of their most memorable shoots.
Take us back to 2002 – what inspired you both to make the leap from photographic assistants to launching Loulou Productions?
We both worked as photographic assistants with various prestigious advertising photographers. Having a strong photographic background really contributed to providing inspiring location scouting for stills giving the images depth and enabling us to provide a photographic eye that was needed. We interpreted the brief from a photographers perspective. You then have an eagles eye on the location logistics and an eye for detail. ‘Do you need to stand in the middle of the road to get the right angle of the car’, what permits do we need to facilitate this, is it possible, 'will the lighting van get into the location?!' The scouting goes hand in hand with production and we realised we were both good at it..... so LouLou Locations was born in 2002.
How did your early days as assistants shape the way you approach production today?
Having a full understanding of how to create an image really shaped how we scouted each location. We become the’ photographers eye’, so working as assistants enabled us to have this vision. Whilst working for various photographers you learn all about the logistics required for different types of shoots. The experience we gained by assisting has enabled us to become really good at production!
What were some of the biggest challenges you faced when starting out, and how did you overcome them?
Gaining trust from new clients was a challenge at the start as so many photographers had their favorite producers. Swapping over to the digital platform was also something that we had to getto grips with fast as the industry was moving on and not waiting for anyone! We designed an A5 business card highlighting some of our best locations and created a mailing list along side developing and designing our first website. This helped to get our name out in the industry and keeping up with the technology was crucial.
Looking back, is there a particular project that you feel defined Loulou Productions in its early years?
Nokia was the most defining project that we worked on in the early days of LouLou. Working very closely with the creative team at Grey we were involved in the creative process right at the start. Being involved on this creative level was a rewarding way to work by providing inspiring location reference and location ideas to support the Campaign. This was shot by Henrik Knudsen who we have worked alongside for years.
You’ve scouted everything from beaches to mountains to retro kitchens – can you walk us through what makes a perfect location?
The most important element in finding the perfect location is working closely with the photographer or Director and interpreting their vision and the brief. You become their eye. The location also needs to have diversity and character, great access and natural light. Providing as many options as possible always help to see the ‘hero’ location.
What’s the most unusual or memorable location you've had to find for a client?
Controversially... the most unusual location we had to find was a real Abattoir for VW. Scouting this location on an operational day was not for the faint hearted. Also sourcing a lake with a clean and clear background to unleash 200 plastic ducks into the water for Skoda was fun. Finding a 1930’s Bungalow that would agree to having a window removed for the shoot involved letterdropping 100’s of houses in residential areas to find the right house.
How do you approach location scouting differently for international shoots versus domestic ones?
For international shoots we link up with local location scouts and oversee the location scouting by sending a detailed brief outlining how we would like the location to be shot, and talking in detail about the style of the photographer, what angles we need along with sun orientation and compass readings. We have also scouted abroad ourselves alongside local location scouts. In the UK we tend to scout the locations ourselves and if its a big job we bring in local location scouts and managers to assist under our lead.
With so much content shot on location today, how do you stay ahead in finding original and visually striking spots?
We have our own location library with some locations that are unique to us. If we are out scouting and find a new location we’ll add it to our library. It’s all about extensive research and digging deep to find the right location for the job whether its a library search or looking for that one off. We’re always looking even when on holiday!
You describe your production services as bespoke and highly personal. What does that look like in practice during a typical shoot?
To provide a bespoke and highly personal production service we make sure that there is always one of us producing the job and overseeing it at all times. We know our clients so its important that we are on the job! Being present on the shoot enables us to run it efficiently and be able to support the team fully both logistically and personally.
How do you tailor your services depending on the size or scale of a project?
Shoots come in all shapes and sizes and we can provide full production support from budgeting, scouting and producing the whole job or literally turn up on a shoot for a client to manage the shoot day only. We can cover any element of production even if its just one small part.
What’s the key to keeping shoots running smoothly, especially when unexpected challenges arise?
Unexpected challenges always arrive on shoots. But there is always a solution! We try to be one step ahead which allows us to sort out any issues before they arise but it’s important to keep a calm head and keep discussing options and quick problem solving. We always select a great experienced team to work with, most of the crew have either a photographic or film background so our shoots tend to run smoothly. Check double check and check again!
Collaboration seems central to your work – how do you foster great relationships with clients, crews, and international partners?
Flexibility is key and helps to foster great working relationships with clients, crew and international partners. Being completely transparent across the board provides a solid and honest platform from the start. Making sure that the needs of all the members of the team are met provides a happy working environment with a bit of humor thrown in!
You’ve worked with top brands and photographers – what are some standout projects that hold a special place in your hearts?
We have worked on so many incredible projects its hard to choose our favorites but working with Anthony Joshua was a great experience for Under Armour, T-Mobile is another top shoot working with one of our favorite photographers Nick Meek. It featured a Lion at Jim Clubs, a giant concrete tube, and a crane with a stunt supervisor on set to ensure everything ran safely as talent were lifted into the air. Shell was another fantastic campaign working in the UK and across three other countries. And the beautiful Barnados campaign shot by Kiran Master, featured a series of moving portraits of children that resonate with us now.
How has the production industry evolved since you started, and how has Loulou Productions adapted to those changes?
Over the last 23 years we have navigated our way through multiple changes in the industry. Technology has changed and everything moves so much faster, with more content requirements needed for each shoot, fluctuating budgets and less shoot days! As a production company we try to accommodate all of the moving parts but we are also realistic. Our experience comes into its own at the budgeting stage which helps to determine what can actually be achieved right at the start. As photographers agents are also taking on more and more in house production we have adapted by assisting with small parts of the production or just scouting only. Turning up last minute on a shoot is not a problem if that’s all that is needed.
What’s next for Loulou Productions? Are there any exciting projects or directions you’re looking forward to in the near future?
We are launching a new website which is much more up to date highlighting some of our favorite work including some moving image. The location library is fuller with some fantastic new locations. Pushing greener shoots is also important too us not just because its ‘on point’ at the moment! We’ve been incorporating ways to manage this for a long time on our shoots, no plastic bottles and managing food waste. There are various Charities that we pass unwanted wardrobe onto such as Care for Calais and the Magpie Project. Directionally we would like to get involved in more moving image shoots across the board and we love location Scouting and research.
What were you hoping to gain by joining Production Paradise as a production company?
We joined Production Paradise to increase our visibility within the industry and to be part of a platform with such an extensive and well-connected database. With so many production companies already on board, it felt essential for us to be represented there as well.
How has being part of Production Paradise helped you or your business?
The Spotlight and Showcase features have been fantastic tools for presenting our work—they’ve played a key role in supporting our business, particularly when international clients are searching for a UK-based production company. It’s been a great opportunity not just to get our name out there, but to keep it there.
A big thank you to Louise Murray and Louise Morgan for sharing the story behind Loulou Productions and offering a glimpse into the creative energy, adaptability, and precision that define their work. Their passion for finding the perfect shot—whether on a beach, a mountain, or a quiet suburban street—continues to shape standout campaigns across the industry. Keep an eye on their latest projects, and be sure to explore their ever-growing location library for a taste of their unique vision.
