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, soft stylists, prop stylists, and live models to establish a clear concept, mood, and narrative for the shoot. Including researching current home trends, and understanding the target audience to ensure the visuals resonate with the intended viewers. My responsibilities included creating detailed shot lists and selecting appropriate props, set designs, and lighting setups that complement the product and enhance it's features. I coordinated with designers and stylists to create a suitable environment that showcases the products in an aspirational lifestyle context. 

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. Providing guidance to the photographer and stylists in terms of composition, angles, and lighting techniques to highlight the products design, functionality, and unique selling points in the most visually appealing manner. 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 achieved visually compelling images that showcase the products features, evoke emotions, and engage the viewers, ultimately contributing to the success of the brands in the competitive home product market.