Paul Gawman: Craft in a Changing World

When Lightmap first spoke with Paul Gawman in 2019, his focus was firmly on precision, control, and craft. Since then, the demands of the industry have continued to accelerate, with projects requiring more variations, faster turnaround, and greater flexibility.

Revisiting Paul's work today offers a chance to see not just how the tools have evolved, but how his approach has adapted-while remaining rooted in craft.

Adapting to an Industry That Never Stops Moving

A lot has changed since we last spoke. For Paul, the past six years have been defined by speed, growth, and constant recalibration.“It’s been a whirlwind,” he says. “I thought I had a grip on where things were headed, but the pace of change just keeps picking up.”

Paul's work spans high-end product imagery, FMCG campaigns, character-led concepts, and experimental pieces in both stills and animation. That breadth keeps things interesting, but it also demands a new level of agility. “I’ve had to become quicker and more intentional. There’s not much room for happy accidents when turnarounds are this tight.”

One significant shift is when he now enters the process. Instead of coming in at the polishing stage, he’s increasingly shaping the creative direction from the very beginning.“That earlier involvement has become one of the most rewarding parts,” he says. “You help shape the look and feel before anything is locked in.”

More Versions, More Formats, More Pressure

The expectations have changed since our 2019 interview.“Clients want more - more versions, more formats, faster turnarounds. Less time for everything, but higher expectations, more required from each asset. It’s a bit mad.”

The rise of AI-generated visuals has added another layer. Paul is often asked to match or build on an AI-generated image, but directing AI to get a specific look isn't as easy as people think."Clients will come to me with an image they like and ask me to bring the polish, the precision, and realism, and crucially, the ability to actually edit and art direct things properly - you know, make changes when they inevitably want tweaks."

The jobs can be highly technical, which keeps things interesting - and Paul is still finding ways to be creative within those constraints."Even when the brief is quite specific, there's always room to add some personality or find an unexpected angle that makes the work feel more alive."

Staying Grounded in Craft

Despite rapidly shifting tools and processes, Paul’s mantra remains unchanged: craft first. “Every new piece of tech promises speed or simplicity,” he says. “But real impact comes from the thinking behind the work-not the tool you used.” He often wonders whether clients notice the tiny micro-refinements he obsesses over, but he's convinced they matter.

“The details matter, even when no one consciously sees them. The key is being intentional. Making sure there’s a creative voice behind the image. That's the part no software can replace."

A Decade With HDR Light Studio

HDR Light Studio has been a constant in Paul’s workflow since he won a 10-year license in 2019. We asked which features have become essential to his process, and what he thinks about the new Lumi-Curve tool.

LightPaint for Intentional Highlight Control

“LightPaint is the feature I reach for most. Being able to place highlights and shape lighting directly on the model lets me work quickly with intent.”

Lumi-Curve: A Fresh New Creative Tool

Paul has only recently started experimenting with Lumi-Curve in HDR Light Studio 9.

“Being able to literally draw and sculpt lighting with such control...It’s like having a light brush you can bend and shape exactly where you need it. That kind of precision has been a bit of a revelation."

Lighting Consistency Across a Multi-Scene Campaign: R3SUP

A recent campaign for the wellness hydration brand R3SUP demonstrated just how vital adaptable lighting is when working across diverse formats.

The project spanned studio-style product shots, fully CG environments, and scenes built around photographic backplates. Each product variant required its own mood, yet all imagery had to feel visually unified.

One of the biggest challenges was the jungle scene. The client supplied a photographic backplate, no HDR. To solve this, Paul used HDR Light Studio to build a custom lighting rig that matched the scene’s natural environment both tonally and directionally. This let him fine-tune reflections, highlights, and edge softness so the 3D bottle blended seamlessly into the environment.

By developing a flexible lighting rig early on, Paul moved efficiently between very different setups: cooler, high-contrast lighting for tundra shots, warmer and more diffuse setups for the lemon variant, and everything in between.

“That agility was key. Instead of wrestling with complex relighting, I could focus on the image itself.” 

Across a large multi-format campaign where consistency mattered as much as creativity, HDR Light Studio provided the speed and control required to keep everything aligned without compromise.

Speed, Precision, and Creative Control

Day to day, HDR Light Studio helps Paul maintain his momentum.

• Make micro-adjustments without dismantling the lighting setup

• Respond quickly to client feedback

• Avoid overworking the image

• Keep consistency across multiple scenes and formats

“Clients ask for tiny shifts, warmer, softer, more contrast. HDR Light Studio makes those tweaks painless. It’s saved me so many late nights.”

Advice for Artists in 2026

When we last spoke, Paul’s advice was simple “never stop learning.”

Today, he expands on that:

“Focus on the craft. Tools will change. Trends will shift. But if you know how to shape an image, to guide the eye and create a feeling, that always matters.”

Most of his innovation happens in personal projects, where there’s no brief and no pressure. “That’s where the best discoveries happen.”

Looking Ahead

Six years on from our first conversation (read here), Paul’s work sits at the intersection of precision, speed, and imagination. Technology has accelerated, but his commitment to craft remains the anchor that guides every project.

As the commercial landscape continues to shift, he’s confident in one thing:

“Whatever changes next, the core stays the same. Good lighting, good storytelling, good craft. That’s what lasts.” 

As this customer story shows through Paul’s images and videos, his body of work is remarkably diverse, from high-end product visuals to atmospheric CG environments and concept-driven experiments. Seeing HDR Light Studio applied so effectively across such a wide range of styles highlights the true flexibility of the software. It’s not just for shiny objects or automotive renders; it’s a creative lighting tool that can elevate almost any project, giving artists precision, consistency, and the freedom to shape light with intent.

To see more of Paul’s work or follow his latest projects, visit paulgawman.com or check out his Behance.