staging & art direction
various | 2022-present
PROJECT OVERVIEWScope: Photo Production
Role: Art Direction, Props+ Staging, Photographer, Post-Production Assistant
August 2024
SPLENDA STEVIA REBRANDSplenda rebranded their most popular plant-based sweetener in early 2024. I was tasked with designing a photo/video production to replace their now outdated photo library, utilizing subtle summer and fall environments to support a Q2 launch. Most important, this production was intended to add variety to the existing lifestyle product imagery with a studio environment.
PROJECT OVERVIEWScope: Photo Production
Role: Art Direction, Props + Staging, Post-Production Assistant
February 2023
SPLENDA PEEL N' POUR SUMMERSplenda launched the Peel + Pour line (now rebranded as ‘Pitcher Perfect’ in early 2023. This product is a zero-calorie beverage enhancer that can be added to a pitcher of water to change the flavor. These images were created for utilization on digital campaigns to both generate awareness within target audiences on the addition of PNP to Splenda’s lineup, and to promote the product as a summertime party staple. To achieve this, the production emphasized the fun, social nature of the products by utilizing settings composed of both miniature and life-size artificial environments.
PROJECT OVERVIEWScope: Product Photography
Role: Art Direction, Props + Staging
October 2023
SPLENDA PEEL N' POUR WINTERTo maintain relevancy with Q4 advertisements, we needed a winter set to further expand on the theming of our initial summer shoot. Inspired by the vibrant and playful Rankin Bass holiday film sets, I created a scene from poster board and styrofoam while experimenting with texture, shape, and scale to add dimension.
PROJECT OVERVIEWScope: Food + Product Photography
Role: Art Direction, Props + Staging
November 2024
CHRISTMAS RECIPE CONTENTIn late 2024, Splenda shifted their audience to focus on millennial women looking for health-conscious recipes for the holiday seasons. We partnered with a local caterer for the recipe production, and matched the sets to a gem-toned color palette with silk and velvet textures.
PROJECT OVERVIEWScope: Product Photography
Role: Art Direction, Props + Staging
November 2023
SPLENDA HOLIDAYAfter the success of the summer production, I was tasked with producing a holiday photo series showcasing Splenda’s classic yellow sweetener packets and their most popular Peel N’ Pour flavor, fruit punch. These images were featured in various organic and paid social posts, so our main goal was maintaining negative space around the subject for text applications and various crop ratios.
PROJECT OVERVIEWScope: Product Photography
Role: Art Direction, Props + Staging
April 2022
MIFLAVOURMiFlavour is a modern French bakery that proudly ships its macarons to customers nationwide. To market their products to a wider audience, they wanted to expand their image library with a series of colorful lifestyle and studio images. This was the first production I ever art directed. It got my foot in the door with photo production projects, and I credit it as one of the best learning experiences in my career.
