Interested in my creative process?
Scroll down to view a brief overview of the steps I take while working through a project.
The example below is from a creative campaign I Art Directed at Sephora.
The project took 6 months to complete and was seen in-stores and online throughout North America.
Creative Kickoff + Research
QUESTIONS I ASK MYSELF WHEN AS IM PREPARING TO KICKOFF A NEW PROJECT:
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What are the key messages that need to be communicated?
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How are other brands/competitors speaking to clients (visually and verbally) and what are common themes in their approach?
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What is working/not working with their creative and messaging?
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How can I differentiate and evolve from what is currently being seen?
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Are there bigger macro trends in beauty/fashion/culture that could influence this story?
Brief Deep Dive + Concept
The moodboard drives the visual direction of the campaign and contains important elements specific to how it will come to life.
Beauty, still life, color palette, mood, type and graphic treatments are all considered.
Digital Sketching
How do I bring elements from the moodboard to life?
I've found that the easiest way to prove out a concept is through sketching the main components of the campaign.
Click through to the see my original sketch and the final executed artwork.
Still + Video Shoot Planning
Once the overall concept is approved comprehensive photo briefs are built for both still and motion shoots.
These briefs give direction to vendors on how to execute their portion of the project.
Below are some of the main components that bring the concept to life.
On-Set Art Direction
I work with the entire crew (photographer, director, talent, lighting coordinator, prop stylist, wardrobe specialist and nail artist) to finalize all elements and ensure that the project is executed as planned. Below are a few behind the scenes images.
Retouching + Video Editing
After the shoot I closely review all still images and video and make sections.
I then compile my feedback and work with external agencies on retouching and video editing.
