In an era when artificial intelligence is redefining creative industries, few entrepreneurs have responded with as much foresight and agility as Jefferson Liew, founder of JU Productions. Based in Asia, the company has pioneered an entirely new model for e-commerce photography called Scheduled Lookbook™, a trademarked, sharing-economy workflow that's reshaping how fashion and e-commerce brands produce professional visuals.
The idea is simple but powerful. Instead of commissioning costly, time-consuming custom shoots, multiple brands now share one professional session with predefined models, sets, and locations. The result is editorial-quality content delivered at a fraction of traditional costs, helping small and mid-sized businesses compete with global players in record time.
From Survival to Innovation
Liew's entrepreneurial journey began with running his own online brands, where he experienced firsthand the challenges of managing professional photography. As he recalls, "We were always stuck between two bad options either pay premium rates for a full-scale shoot or settle for inconsistent visuals that didn't match our brand."
When he launched JU Productions, it started as a traditional photography agency offering tailored, custom shoots for established labels. Business was strong until the creative industry underwent a seismic shift. As AI tools became more prevalent, brands began questioning the value of fully customized photography. Budgets tightened, and the company faced the difficult reality of potential downsizing.
Instead of cutting corners or competing directly with automation, Liew and his team decided to innovate. The pivot led to the birth of Scheduled Lookbook™, a structured system that turned economic pressure into an opportunity. "We realized that by designing a system where brands share one shoot, we could drastically reduce costs without compromising quality," Liew explains. "It's like the Airbnb of professional photography."
The Scheduled Lookbook™ Model
JU Productions' Scheduled Lookbook™ operates on a guest-host framework. Brands with at least ten looks can host a shoot, choosing from a curated list of models, makeup artists, and locations. Smaller brands can join as guests, booking available slots on a published calendar released twice monthly.
This format not only streamlines production but also democratizes access to high-end creative services. Costs that once ranged between S$300–1000 per SKU are now reduced to under S$130, while maintaining the same editorial standards. Finished visuals are typically delivered within 7 to 15 days, compared to the one- to two-month turnaround of conventional shoots.
The innovation doesn't end with cost or efficiency. With warehouses and operational hubs across Asia, JU Productions enables global e-commerce brands to ship their products directly to shoots, simplifying logistics for companies manufacturing in the region. This accessibility has made the model scalable beyond borders, with clients across diverse industries adopting the shared-shoot approach.
Balancing Creativity and Commerce
While the Scheduled Lookbook™ model has been widely celebrated for its inclusivity, it has also sparked debate among traditional creatives who fear that such systems might undercut industry rates. Liew views this response as proof of the model's disruptive nature. "Every major shift in creative industries challenges old norms. Just as streaming changed film and music, shared shoots are transforming photography," he says.
What sets JU Productions apart is its dual focus on creativity and entrepreneurship. The team doesn't just produce beautiful visuals they design workflows built around the realities of brand operators: fast, cost-effective, and scalable. This approach has allowed JU Productions to work with over 100 brands across Asia, becoming a trusted partner for both emerging and established labels.
Redefining the Future of Creative Operations
For Liew, Scheduled Lookbook™ isn't simply a service; it's a new way of thinking about creative production. By applying the principles of systemization and collaboration, JU Productions has turned what was once an exclusive, high-budget process into a flexible and accessible solution for all.
"Most brands no longer need a bespoke photoshoot for every collection," Liew says. "They need consistent, high-quality visuals that tell their story at the right time and cost. That's what Scheduled Lookbook™ delivers."
This philosophy resonates strongly in today's fast-paced e-commerce environment, where content is both the currency and the language of brand identity. By offering a predictable, shared, and efficient model, JU Productions empowers businesses to focus on growth instead of production constraints.
A Vision for Global Expansion
Looking ahead, Liew envisions JU Productions as a global leader in e-commerce photography, expanding the reach of Scheduled Lookbook™ to new markets while deepening its roots in Asia. "Our goal is to be the go-to photography partner for global e-commerce brands. We've built a model that scales naturally, and now we're ready to take it worldwide," he shares.
As technology continues to evolve, JU Productions stands as an example of how adaptability and innovation can redefine an entire industry. In transforming the traditional model into a sharing-economy framework, Jefferson Liew hasn't just created a new service he's set a new standard for creative accessibility in the digital age.
To explore JU Productions' Scheduled Lookbook™ or see their latest work, visit JU Productions website.
