Co-creating authenticity and nailing the aesthetic.
Collaborating with creatives across disciplines for large retail brands is a great joy and a big undertaking. After years of creating everything from mood boards, shoot decks, and scouting locations to art directing — I’ve learned that the key to success is to help your team bring their magic to life on set.
The images you see below were part of large seasonal or private-label campaigns and were all art directed by me.
JCPenney
COOKS
All stills for cookware, appliances, accessories, soft goods, and color sets were shot in 4 days with a total of 35 shots and 4 different setups on one set. All our lifestyle photography was shot in one day with 5 models.
Photographer: Marc Montoya
JCPenney
PROTOCOL
This shoot had an aggressive schedule: 7 lifestyle shots with 4 models and 3 stills shots for a total of 10 shots that we had to complete in one day. Our goal was to capture as many authentic ‘vacay family moments’ as we could while also creating beautiful on-location group shots of our selection of suitcases.
Photographer: Heather Keye
Academy Sports+Outdoors
BACK TO SCHOOL
This was a 4-day shoot with 12 models in 5 different locations at the high school we chose.
Photographer: Rick Mapes