Art direction
With our previously established evergreen art direction of bright, fresh, and human, we added a summer flair of nodding to the summer holidays like Memorial Day with stripes and stars in Shipt fashion. I wanted to source products that felt branded with it’s textures and colors as well are unique items that felt aspirational.   

Process
Since we had our moodboard figured out, I naturally started sketching out how I planned each shot. Carefully considering what kind of props and products from retailers to highlight that would make sense for these aspirational stories. I create a very robust pre-production deck with my team stating all the details for the shot such as specific angles to shoot, key products and if we needed talent on set or not. I pushed for more diversity through food especially and wanted a melting pot of dishes in these gatherings that are relatable. I made sure there were image references for how dishes are made so we can ensure authenticity in these stories. We then go into shooting our photography in-house with our stylist partners and art direction notes are given virtually. I love using Figma to give those art direction notes to our retoucher in a collaborative and real-time space.

Merchandise landing pages & emails
We have shot a plethora of photos, about 75+ varied shots that are modular and can fit any type of asset we need. This works for our team since we can break apart the photo and tell each story with different details. I made sure each item was aligned and looked out for any overlapping shadows that could make it difficult to repurpose.