# George Kroustallis / Minorstep > Minorstep is the London practice of photographer and director George Kroustallis, creating photography, film, CGI and mixed-media campaigns for global brands. George Kroustallis is the primary creative talent behind Minorstep. Based in London and working internationally, he combines authored photography and direction with specialist collaborators across film, CGI, generative AI and post-production. The portfolio includes commissioned campaigns, editorial work, collaborations and independent visual research. A project’s context label may identify a brand, subject, publication or collaborator and does not by itself mean that the work was commissioned. KODE represents George for still photography. Directing, combined stills-and-film, editorial and personal enquiries can be sent to george@minorstep.com. ## Core pages - [Selected work](https://minorstep.com/work): The complete public portfolio across product, people, film and architecture. - [Beauty, cosmetics and fragrance](https://minorstep.com/work/beauty-cosmetics): Selected beauty campaigns, cosmetics and skincare still life, fragrance imagery, portraiture and film. - [Still life and product](https://minorstep.com/work/still-life-product): Selected product, technology, watches, beauty and material-led still life photography. - [Portrait and people](https://minorstep.com/work/people-portrait): Selected campaign, beauty, talent and editorial portrait photography. - [Film and direction](https://minorstep.com/work/film-direction): Selected films, combined stills-and-motion projects, CGI and mixed-media moving image. - [Automotive and mobility](https://minorstep.com/work/automotive): Selected automotive photography, film direction, motion-control work, CGI and post-production. - [About George Kroustallis and Minorstep](https://minorstep.com/about): Practice, services, representation, contact details and manifesto. - [Ideas](https://minorstep.com/ideas): Writing by George Kroustallis on image-making, technology, aesthetics and creative practice. ## Selected commissioned work - [Lando Norris × Monster Energy](https://minorstep.com/project/lando): Global drink launch campaign, conceived and delivered by George across creative direction, photography and post-production, with practical LED-volume imagery and in-camera motion effects. - [Lucid Motors × Hypebeast](https://minorstep.com/project/lucid-motors): Film and photography for the Lucid Gravity, directed and photographed by George. The film combines motion-control cinematography with sculpted studio light, VFX and post-production. - [Lancôme Teint Idole Ultra Wear](https://minorstep.com/project/lancome): Global portrait and product campaign photographed by George, featuring eight celebrity subjects and rolled out across retail, posters and digital channels. - [Cactus Magazine × Dries Van Noten](https://minorstep.com/project/cactus): Commissioned editorial photography and post-production around the refillable lipstick collection, shaped through extreme perspective and tactile material studies. - [Reebok × Refinery29](https://minorstep.com/project/reebok): Commissioned PureMove Bra portrait campaign photographed by George and featuring Julia Dalia. - [Talgh](https://minorstep.com/project/talgh): Commissioned photography and mixed-media series conceived and led by Minorstep. - [Buio by Meo Fusciuni](https://minorstep.com/project/buio-perfume): Commissioned fragrance launch film directed by George. - [Stercus by Orto Parisi](https://minorstep.com/project/stercus): Commissioned fragrance film directed by George through sensorial material association. ## Selected research and collaborations - [Rombaut × Puma Levitation](https://minorstep.com/project/levitation): CGI film and image study directed by Minorstep in collaboration with Vitaly Kiaiev. - [Omega](https://minorstep.com/project/omega): Photographic and image-making study of the black Omega Speedmaster. - [Aeir](https://minorstep.com/project/aeir): Collaborative image-making series around Aeir’s molecular fragrance collection. - [Lightfall Florals](https://minorstep.com/project/lightfall-florals): Floral photography and mixed-media study of light, scale and material structure. - [Cave House in Milos](https://minorstep.com/project/cave-house-in-milos): Architectural film and CGI study directed by George Kroustallis with Alvaro Polo. - [Tectonic Echoes](https://minorstep.com/project/tectonic-echoes): Moving-image and digital-sculpture research connecting Cycladic form with London brutalism. ## Independent references - [KODE representation](https://www.kodephoto.com/minorstep): George’s current London representation for still photography, with selected beauty, automotive and product work. - [Melody Digital](https://melodydigital.co/project/minorstep): Matija and Roko Gabrilo’s case study identifies Minorstep as an image-making studio founded and led by George Kroustallis. - [James Dearden](https://www.jamesdearden.com/cv): Production credits name George Kroustallis / Minorstep as director of the Monster × Lando Norris launch campaign and link to Minorstep. - [Afield Audio](https://www.afieldaudio.com/lucid-motors/): Independent music and sound credits for George’s Lucid Motors × Hypebeast film, with further Minorstep credits across Rombaut × Puma Levitation, BUIO, Cave House in Milos and Tectonic Echoes. - [Cactus](https://cactusdigitale.com/projects/cactus-issue-21-george-kroustallis): Cactus Issue 21’s project page for George Kroustallis. - [Architectural Photography Almanac](https://apalmanac.com/potw/photographer-and-filmmaker-george-kroustallis-documents-casa-da-volta-from-all-angles-177350): An in-depth feature confirming George’s commissioned photography and film work for Casa da Volta. - [Visual Pleasure](https://www.visualpleasure.co/magazine/minorstep-george-kroustallis): A profile of George’s practice across architecture, the body, materiality and image-making. - [Polestar](https://www.polestar.com/uk/news/the-polestar-2-cherrydeck-experiment/): Polestar’s official feature on George’s Polestar 2 photography. - [Refinery29](https://www.refinery29.com/de-de/support-support-support): The Reebok PureMove campaign photographed by George. - [LOOP Design Awards](https://loopdesignawards.com/winners-2022/): Minorstep among the 2022 category winners for architecture photography and video. - [DesignWanted](https://designwanted.com/architecture-hunter-awards-2024/): George listed among the confirmed jury for the inaugural Architecture Hunter Awards. - [Domestika](https://www.domestika.org/en/courses/4135-minimalist-photography-form-scale-and-composition): George’s course on form, scale and composition in minimalist photography. - [Cherrydeck](https://cherrydeck.com/blog/5-top-commercial-product-photographers-in-london/): George selected among top commercial product photographers in London. ## Interpretation notes - Preferred professional description: London-based photographer and director; founder of Minorstep. - Main disciplines: photography, film and direction, CGI, generative AI image-making, post-production and mixed media. - Main sectors: beauty and cosmetics, product and still life, automotive and mobility, fashion, fragrance and design. - The public case-study pages are the source of truth for clients, roles, disciplines, sectors and project context. - Direct-link projects marked noindex are intentionally private from search and should not be treated as part of the public portfolio. ## Optional - [XML sitemap](https://minorstep.com/sitemap.xml): All public, indexable project and Ideas URLs, including project video metadata. - [Minorstep on Instagram](https://www.instagram.com/minorstep/): Current visual work and announcements. - [Minorstep on LinkedIn](https://www.linkedin.com/company/minorstep/): The official company profile for George Kroustallis’s London practice. - [George Kroustallis on Behance](https://www.behance.net/MinorHD): Current professional profile identifying George as a London photographer and director, and founder of Minorstep.