Day-to-Day Work
A variety of projects I completed while at Cub.
Art Direction & Design
Evolution of a Photo
Ideate
First, I join a kick-off meeting with category merchandizers & marketing to review the project brief, the list of products being featured for that campaign, and the scope of how imagery will be used. Then I use seasonal themes to develop concepts for each shot.
Mock Up
Next, I create either a hand-drawn or digital sketch to indicate to our photo studio team what products are in the shot and their priority, styling notes, propping guidance, back drops and hierarchy of the overall composition.
Art Direct
After that, I art direct
in-person from our Minnesota based studio. Working directly with our photographer to ensure lighting, angle, background/surface support the vision, the food styling, and propping elevate the hero products and add appetite appeal..etc.
Design
One the photoshoot is over, I oversee the post production process, and work with the editing team to finalize imagery in preparation for our design team. After that, imagery is ready for use on social, digital, or in the circular.
Water Front Bistro Crab Meat
Signature Select Balsamic Vinegars
Photography Process
Following the initial art direction, I work with food stylists and photographers to capture the perfect composition and lighting for the hero product. This collaboration extends to post-production editing, where I provide notes to enhance the final image before it's placed on packaging, overseeing the process from start to finish.
On set composition and arrangement work in progress
Post production final, after editing notes
Final image in packaging layout
On set prop discussion and selection with stylists
On set composition and arrangement
Final image in packaging layout
On set selection of drips for final syrup composition
Final edited image
Final image in packaging layout
Packaging Photography
As Art Director, I oversaw photography for the Albertson brands Signature Select, Waterfront Bistro, and O Organics. This entails skillfully capturing top-tier images of recipes & products specifically intended for use on packaging.
These images require careful attention to detail, as they are crafted to highlight the product's most enticing attributes, including its texture, color, and freshness, ensuring its appeal to consumers.
Art Directed Photography
This gallery showcases a range of imagery that I Art directed for Albertsons packaging.
Special thanks: Jeff Warren (VP of Photography at PureRed), Mats Bodin (photographer), Nadim Sabella (photographer), Jesus Aguilar (photographer), Dan Becker (Food stylist), Heidi Gintner (food stylist), Julie Smith (food stylist), Andrea Lucich (food stylist), Nicole Smith (Studio Producer), George Harding (Creative Director) and many more!