Role
Art Director
Client
Seventh Generation is a leading environmentally-friendly cleaning product company. They are mission-fueled and often take public stances on social issues and have a presence in the environmental activism space.
Goal
Capture the joy of parenthood and inquisitive minds of our future. All made easier with Seventh Generation’s newest diaper line.
Studio
Completed this work while employed at Seventh Generation.
We needed to consider several factors that could have been confusing for our photographer and production team who were unfamiliar with our products.
In response to the specific needs of the business and brand, I designed mood boards to meet the desired aesthetic and visual direction while providing comprehensive styling guidance.
We had 7 diaper stages (Newborn & sizes 1-6), 2 different patterns per stage, and 3 different package quantities per stage. To ensure a clear understanding across the team I created a robust shot list that address all needs across the ecomm, digital, and brand teams.
I sourced and selected the full team including photographer, stylist, set, producer, and three sets of family models. During the three-day shoot, I provided detailed shot-by-shot direction.
I made selects in the following weeks and directed post-shoot edits. This was all done within our required timeline and budget, ensuring a seamless and successful outcome.
