Operating under the strategic direction of our product strategy partners, I spearheaded the effort to transform a core concept into a tangible visual narrative. The specific directive was to depict Vistaprint's signage products in an authentic small business context, focusing on one of our key industry segments: retail arts & entertainment.
My team and I meticulously developed a compelling brand backstory and identity for a fictional ceramic studio. This deep dive into the brand's essence allowed us to precisely hone our photographic vision, ensuring every image resonated with the studio's unique character.
To effectively communicate this vision to our remote photography team in Tunis, we then crafted a detailed mood board. This enabled them to confidently scout locations that perfectly aligned with our aesthetic goals. Once locations were finalized, we created a comprehensive shot list, meticulously detailing each product, desired composition, and all accompanying specifics. This thorough planning served as a single source of truth for all stakeholders, fostering unambiguous communication and ensuring everyone remained on the same page.
The culmination of this strategic foresight and meticulous planning empowered our photo team to confidently execute the shoot independently, bridging the geographical and time-zone divide with seamless efficiency.
Original mood board and shot list. As an international team, having a detailed shot list was crucial in keep all parties on the same page during the final shoot.
Signage designs by Natalia Guarnaccia / Adam Duquette