While building the Just Right brand, we knew we needed a lifestyle photography style that felt sophisticated, but still genuine and authentic. Aspirational, but not unattainable. By focusing on the intimate, insta-worthy moments owners have with their pets, we were able to capture the deep bond shared between the two.

Photographer: Grace Chon

Best Buy's connected home department is one of the fastest growing departments and yet, one of the most confusing to the customer. this multi-channel campaign was created to help the customer understand what it really means to have a connected home and what these products individually did. 

From concept to final execution I led internal teams and outside agencies to help make this a seamless campaign across all customer touch points which included: social media, digital and direct mail.

CW: john duff

starting with the holiday packaging, I created a custom typeface for maurices which was used throughout every customer touch point during the holiday season. building upon the packaging, our team created a campaign that included direct mail, digital spots, video, editor event collateral and gift cards.

CW: leeza kuznetsova

from concept of imagery to onset direction to the final retouching, I led every aspect of the promotional photography for our spring season.

early spring photography used for in-store, online and social platforms. from concept to final execution, I led this project through photoshoot planning, onset direction and retouching.

spring photography used for in-store, online and in social platforms. working with an outside freelancer to create the concept, I helped plan the photoshoot, photo directed all product photography, supported with onset onfig direction, and managed the retouching team.

CD: kelly keenan
CW: Leeza Kuznetsova

campaign for Best Buy to help launch the new Geek Squad logo and to bring awareness that Geek Squad makes house calls.

from concept to final execution I led internal teams and outside agencies to help make this a seamless campaign across all customer touch points which included: social media, preroll, digital and in store.

CW: john duff

Best Buy has a unique opportunity to tell amazingly cool stories about the amazingly cool products they carry. each of these posts started by researching the product to make sure each story we told, was interesting and visually compelling. from there it was my job to bring our stories to life through photo and video direction. 

CD: denton warne & brigette lynch

the appliance department needed new panels to sit behind the vacuum display. the team really wanted real photography, so we came up with a solution that was simple and fresh feeling, but still showcased various rooms in a home. from concept to final execution, I led this project through photoshoot planning, onset direction and retouching. I also worked closely with the print vendor to make sure there were no color shifts on press.

CD: david bennett

the Best Buy small appliance department needed a makeover. we were tasked to create something with the same vibe as the floor care display so the department felt more like a destination. we opted for white appliances with hints of yellow at close crops to keep the imagery more abstract and timeless. my role was the initial concepting, photo direction and final press check.

CD: david bennett

from concept of imagery to onset direction to the final retouching, I led every aspect of the product photography for our spring season.

Product photo direction for our spring gifting catalog.

CD: denton warne

for the 2017 holiday season at maurices, I was tasked with creating holiday packaging which included gift wrapping, blanket packaging, gift card holders & gift cards for both online and in store and a jewelry tray to give to the top performing customers.

Designers:
amy grace & lisa pease

social media campaign that showcased LG's line of Energy Star efficient products including their LG Twin Wash. included concepting, photo direction, art & sound direction and storyboarding.

CW: tom lokhorst

created various gift cards for stores & maurices.com

CW: leeza kuznetsova

with this project I contributed and creatively directed other designers on the team to create a coloring book for kids to have while their mother’s were trying on clothing in the store. the ask included a coloring book and a crayon box.

designers:
amy grace
lisa pease
jesse cooke
ken nyberg

CW: leeza kuznetsova

Best Buy exclusive brands partnered with Caribou to release a line of products under the Caribou name. we had to use their new brand and assets to create a look that felt Caribou. 

this design uses the Caribou Blue and has a spot varnish on the top of the product that showcases one of their brand patterns. we kept photography clean and graphic to really let the product shine.

my role included designing the box look and feel, directing a package design agency to apply the design concept to various product boxes and photo directing the new product shots.

various seasonal in-store marketing campaigns for Best Buy.