Objective: To conceptualize and conduct a marketing test while evolving the photography for the fashion category in Target.Com. The goal was to conduct an A/B test comparing buying performance between current and updated photography. Updated photography, redefining the set and light variables, styling, cropping, and posing variables. The new photography was subjected to an A/B test (old vs. new photography) with randomly-selected users across the USA. The results revealed that my proposed photography had better sales performance than the traditional approach.
RESPONSIBILITIES: CONCEPT, ART DIRECTION, TALENT CASTING (MODELS, PHOTOGRAPHER, STYLISTS), ON SET STYLING DIRECTION, PHOTO SHOOT DIRECTION, AND POST-PRODUCTION DIRECTION.