During my time at JCPenney I worked as a lead Art Director organizing and collaborating on major photo shoots for our core private brands. My role was to conceptualize and communicate a cohesive vision through high level photography that aligns with the brand objectives and highlights the product quality. I collaborated closely with the photographer, food stylist, and prop stylist to establish a clear concept, mood, and narrative for the shoot. Including researching current food trends, and understanding the target audience to ensure the visuals resonate with the intended viewers. My responsibilities included creating detailed shot lists, story boarding, and selecting appropriate props, backgrounds, and lighting setups to enhance the desired mood and highlight the food's textures, colors, and presentation. As well as coordinating with the culinary team to ensure the dishes are prepared and plated in a visually appealing manner, that allows the product to shine alongside the food props. 

On the day of the photo shoot, I took a hands-on role, overseeing every aspect of the set, and making necessary adjustments to achieve the desired visual impact. Working with the photographer in capturing the right angles, compositions, and lighting techniques to bring the image to life and make it look enticing and appetizing. Throughout the process, I maintained a keen eye for detail, ensuring that the images align with the established vision and adhere to the brand guidelines within our defined timeline and budget. By bringing together various elements, I aimed to create stunning visuals that not only showcase the food but also evoke emotions and engage the viewers, ultimately contributing to the success of the brand.