Lifestyle photography is an editorial style of photography in which the photographer attempts to capture people in real life situations. The goal is to tell a story or sell a product or "lifestyle". Eric Gebhart treats a lifestyle shoot as a combination of photojournalism and commercial photography. He directs the set up of a scene with appropriate lighting and instructions for the people then shoots. He allows the scene to unfold natually interfering as little as possible. The result is authentic imagery that's suitable for advertising and marketing campaigns as well as storytelling on social media.