Fast-Paced Yet Thoughtfully Shot: Sandro Baebler on Sports Advertising

Photographer and Director Sandro Baebler didn’t set out to specialize in sports. It started on a surfing trip in Brazil, where he was more captivated by the shape of the waves and the feeling in the air than actually riding them. Camera in hand, he began chasing the emotion, rhythm, and story found in sport. Since then, Sandro has carved out a niche shooting world-class athletes for top brands, capturing the tension, intensity, and power of movement in his stills and motion.

What makes Sandro’s sports work stand out is how intentional and collaborative his process is. With a background in graphic design and an innate understanding of athletic rhythm, he approaches every project like a visual strategist. Whether it’s freezing a split-second of energy or adapting quickly to unpredictable elements on set, he knows how to deliver work that’s as precise as the athletes he’s capturing.

What steps do you take to conceptualize and plan a sports advertising shoot?

It all starts with research. I like to get a sense of the brand’s tone, audience, and visuals. From there, I study the agency’s creative concept, collaborate with their team early, and ask myself: what can I uniquely bring to this? I jot down ideas on locations, gear, lighting, and more, and build a mood board that aligns the energy of the sport with the brand’s story.

What are some unique challenges you face in sports advertising photography?

Time is the biggest one. Pro athletes often only have half a day max to shoot. You also have to understand each sport on a deep level because if you don’t, it can slow things down. And you need to be somewhat athletic yourself to keep up. On set, there’s no time to second-guess. If something doesn’t work, you pivot fast.

How do you handle unpredictable factors like weather or athlete performance?

You need to embrace unpredictability. Every outdoor shoot comes with some level of surprise. That’s why I have plan B, C, and D. I always have alternate lighting setups and different shot priorities. With athletes, it’s about building trust early. We have a quick conversation up front so they know what we’re capturing and feel good doing it.

What gear or techniques do you rely on for action?

I mostly shoot with the Canon R5. It’s fast and reliable. I also save different presets so I can switch between techniques instantly depending on what’s happening.

How important is post-production in your work?

Post is always on my mind while I’m shooting. With my design background, I know what’s best achieved in-camera vs. in post. I shoot lots of variation, plates for layout flexibility, and sometimes extra backgrounds or splashes for later enhancement. It’s about giving creative teams maximum control.

What trends are you noticing in sports advertising?

Brands are trusting photographers more and giving us more creative freedom. I’m lucky to work with clients who trust me fully. It often feels like we’re creating personal work, even when it’s commercial.

Most memorable shoot?

I always say the next one. That’s where all my focus and excitement is right now.