As the senior Art Director for the e-commerce fashion reinvention, I was asked to update the photography style by updating the Creative Direction (set, mood, and model direction) to give the photography a more editorial look, while staying on budget and maintain e-commerce workflow. Once this new look and feel was chosen by upper management, I was tasked with executing an A/B test to compare customer behavior with old and the new photography style. I directed the team throughout the production of the two styles and from this my web development team implemented the A/B test within this one category. The results of the test proved favorable to the direction I had proposed and it was adopted. RESPONSIBILITIES: CONCEPT, ART DIRECTION, TALENT CASTING (MODELS, PHOTOGRAPHER, STYLISTS), ON SET STYLING DIRECTION, PHOTO SHOOT DIRECTION, AND POST-PRODUCTION DIRECTION.