Concept + Art Direction:
This photoshoot had a distinct focus on reinventing the military aviator, a dark slate palette with dramatic lighting to impart a heroic, masculine composition. From conceptualization to execution, the selection of props resonated perfectly with the intended aesthetic. Personally overseeing styling and art direction, I played a pivotal role in translating the creative vision into reality. My unwavering commitment to detail, keen design sensibility, and adept management of artistic elements culminated in a cohesive and visually striking collection of studio photographs that not only met but exceeded the overarching vision.
Concept + Photo Art Direction:
The “Man about Town” campaign for DestinationXL was brought to life through a meticulously crafted animation composition. Seamlessly blending a dozen images, the animation exudes a fluid and captivating movement. This dynamic visual narrative took center stage as the hero image, strategically featured across the campaign’s home page, emails, and social media platforms. From conceptualization to execution, I played a pivotal role in shaping the campaign’s creative direction, art directing the project, and seamlessly assembling all the elements to ensure a cohesive and impactful presentation.
Concept + Photo Art Direction:
Immerse yourself in the meticulous curation of a two-day photoshoot orchestrated under my direction. From conceptualization and production to crafting timelines and workflows, I oversaw every aspect. This included the strategic process of pulling talent and aligning with model agencies, managing schedules seamlessly. The focus was on capturing product imagery for Randolph USA website’s PDP (Product Detail Page) and a high-traffic guidelines page. Carefully shot from three distinct angles, the images beautifully showcase the product’s fit on each individual. Beyond the website, these captivating visuals have been strategically deployed on Randolph USA’s Amazon storefront and category pages, enhancing the brand’s online presence.
Concept + Art Direction:
In overseeing the photography for ShoesXL, a subsidiary of DestinationXL, I took on the role of director to ensure a cohesive visual representation. The focus of the composition was deliberately designed to serve as a neutral backdrop, allowing the vibrant color range of the footwear to take center stage without distraction. This decision aimed to create a seamless and natural flooring aesthetic, maintaining simplicity to facilitate easy integration with typography in email creatives and on the homepage. By emphasizing a clean and straightforward visual approach, the imagery was strategically aligned with the brand’s marketing goals, providing an optimal balance between showcasing the product and maintaining a visually appealing presentation across various platforms.
Art Direction:
Overseeing the artistic direction for an email campaign under the DestinationXL brand featuring Polo Ralph Lauren products demanded a distinctive approach. Crafting individualized emails tailored to specific customer segments necessitated careful consideration and creativity in every step, encompassing the gathering of merchandise, meticulous staging, and thoughtful styling. I managed the entire workflow, from production coordination to the final design of the email sent to ensure a seamless and visually compelling presentation for the target audience.
Concept + Photo Art Direction:
In the creation of the DestinationXL email and social media content, studio photography was meticulously orchestrated to capture the authentic essence of a dock and waterfront atmosphere. The staged scenes were carefully designed to showcase the Sperry Topsiders in a setting that evokes the vibrant lifestyle associated with maritime environments. This deliberate approach aimed to convey a compelling narrative and aesthetic, ensuring the imagery resonates with the target audience and effectively promotes the featured product within the context of a dynamic and waterfront-inspired backdrop.
Concept + Art Direction:
The captivating imagery captured for the Randolph USA Holiday campaign, titled “Un-wrap Happiness,” is a testament to meticulous planning and artistic direction. At the heart of this visual narrative is the carefully chosen ribbon, a symbolic element that goes beyond its decorative appeal. The ribbon serves as a powerful metaphor, representing the ‘silent’ connections that bind us together during the festive season. Each carefully crafted shot embodies the spirit of unity and joy, emphasizing the profound connections that transcend words. The selection of props, coupled with thoughtful preparation and styling, contributes to the creation of a visually opulent scene. This imagery not only showcases the luxurious aesthetics associated with Randolph USA but also conveys a deeper message of shared happiness and togetherness that resonates with the essence of the holiday season.
Photo Concept:
Photo direction for Chadwicks of Boston email and web.
JG dezine 