| ECOMMERCE | Art Direction & Creative Concepting
As the lead Editorial Photo Editor at Zulily I facilitated the creation and collaboration of many graphic projects and composite images. Based on the project needs, I acted as art director and/or creative concepter across many company teams and divisions. Including various creative treatment projects for higher demand events where I oversaw cohesive imagery. (Zulily.com is fast paced, high volume ecommerce company whose primary goal is to serve Mom. Myself and team worked to produce assets on the customer facing landing page of the website, called the Homepage.)
High Demand Graphic Interrupters & Homepage Images
CLIENT: Site-Merchandizing and Buying teams (serving Mom, the customer), Zulily
ROLE: Art Director
DELIVERABLES: Sets of cohesive composited images coordinating with multiple creative teams.
PROCESS: These projects have a very short turn around and have limited vendor imagery so the challenge is to create an unified look with the resources available quickly.
PrAna - Designed Interrupter/Graphic treatment & Homepage images
PrAna is a leader in sustainable apparel and their imagery reflects their conscious, adventurous spirit. Earth tones along with a collage effect were chosen to compliment the design treatment while a slightly more colorful palette was used in the floating Homepage images to reflect the vibrant imagery.
Polar Bears & Ducks - Designed Interrupter/Graphic treatment & Homepage images
A whimsical composite series of animals wearing shoes that began with a play on words, “Mules on Mules.” Those first two Homepage images did so well it sparked a whole series of Designed Interrupters that resonated with the customer increasing the event demand. The Polar Bears and Ducks creative treatment got a personalized call out from the CFO on severing up new and fresh work that the customer loves.
Style Pop & Pose - Designed Interrupter/Graphic treatment & Homepage images
Based off a pop-art style
Shop The Look Series
A series created for the up-and-coming high demand International Merchandizing team as inspirational how-to-style RTS (ready to ship) product. Since these lifestyle images had to be created/composited, I worked closely with the merchandizing team on product assortment to assemble the items that best went together creatively. I would receive 10-13 products that were top sellers and could potentially be grouped together but many times I would need a different product or two to balance out the image so I would request additional specific items.
CLIENT: International Merchandizing team (serving Mom, the customer), Zulily
ROLE: Graphic Designer
DELIVERABLES: Series of composited images utilizing product and stock photos.
PROCESS: With no lifestyle imagery to engage customers, the entire scene needed to be created from scratch compositing a multitude of different product and stock photos together. If that wasn’t a big enough challenge, ALL the product showcased in the image had to be items available for customer purchase. Almost everything (if not everything) in these final images has been manipulated to create a believable scene. Original product and stock images on left, final composite homepage image on right.
Original Vendor and Stock Images
Final Composite Image
The graphic on the shirt was removed and then added to the white shirt of the side view on-model. I removed and rebuilt the skirt from on of the on-model images to include as a floating product. The on-model was clipped out of the background and added to the elegant room (which had to be modified to account for perspective). The text and earrings were then added to complete the look. I worked with the merchandizing team to source similar nude pump that the model was wearing.
Original Vendor and Stock Images
Final Composite Image
With no on-model product images available, I scoured stock images for hours trying to find something that would work with the product assortment for this event. Although not able to showcase the large amount of correspondence and requests for additional product, I feel this is a great success on cross company collaboration.
Original Vendor and Stock Images
Final Composite Image
Finding an on-model image for home and bedding decor also took some stock searching time. Once I found the lifestyle image of the model was, I went with a color story to tie all the products together. The vase was added to the lifestyle image along with all the blues color corrected to match the available product.
Original Vendor and Stock Images
Final Composite Image
This image especially required a lot of photo manipulation to create. The sports bra was cut apart from the two product images, reconstructed back together and added as a floating product. The sports bra product was also added to the model and both yoga mats were color corrected.
Marketing Campaign Images
Illustrations
CLIENT: Internal Merchandizing team (serving Mom, the customer), Zulily
ROLE: Art Director, collaborating with Merchandizing, In-House Photographers/Stylists, and overseeing illustration construction.
DELIVERABLES: Cohesive series of images with illustrations for a Holiday Imagination Toy marketing campaign.
PROCESS: Challenged to create fun imaginary environments reflecting the product using only illustrations for this holiday campaign. Worked with photographers and stylists to create emotive in studio images images and then oversaw the drawings. We went through a few illustration types and landed on this hand drawn style, nodding to a coloring book.
These were so successful we collaborated on another kids campaign, using illustrations of the animal found on the garment .
Licensing Events
CLIENT: Licensing Merchandizing team (serving Mom, the customer), Zulily
ROLE: Art Director, collaborating with Merchandizing, In-House Photographers/Stylists, and overseeing the compositing.
DELIVERABLES: Individual Homepage images representing a sale event.
PROCESS: Licensing products have an added element of how to properly showcase the product(s), the images needs to creatively echo the original cultural reference, making the creative investment even more important.
