CLIENT: Chef’n DTC customers, Retailers, Wholesalers, and Amazon

ROLE: Art Director

DELIVERABLES: Lifestyle photography, including stop motion videos

TEAM: Producer Shelley McCracken, Photographer Ryan Castoldi, Food Stylist Malina Lopez, Models Carly Hood & Jill Unruh

CHALLENGE & APPROACH: Great photography is only part of the equation. The real challenge is creating imagery that works everywhere—from Amazon and email campaigns to trade shows, social ads, and product launches. As Art Director, I developed concepts, planned shoots, and directed teams to create versatile visual assets that could be adapted across channels while maintaining a consistent brand story.

Visual Shotlist & Moodboard

Great shoots are built on great planning. Before production begins, I create visual guides that combine moodboards, sketches, crop requirements, typography, graphic elements, and creative direction into a single working document. These guides help align stakeholders, photographers, stylists, and talent around a shared vision while ensuring every asset is captured with its final application in mind—from Amazon and email campaigns to social ads, web content, and advertising.

While creating these guides requires additional planning upfront, they typically save 20–30 hours over the course of a project by streamlining production, reducing on-set downtime, accelerating styling decisions, and improving communication across the team. As an added bonus, they are easy to update during presentations, creating a more collaborative process where stakeholders can actively participate in shaping the creative direction.

Visual Shotlist & Moodboard

Final Image

Final Desktop Banner

Final Mobile Banner

Visual Shotlist & Moodboard

Each stop motion video begins with a storyboard that outlines movement, pacing, and key messaging. Working closely with the social team, I develop content that can support larger campaigns while also being repurposed into shorter social assets.

Props, more props, and backup props! Working with all that food makes this girl real hungry, an extra large lunch on-set is my go-to.