Reinvention for Target Online Fashion
OLD PHOTOGRAPHY STYLE
NEW PHOTOGRAPHY STYLE
As the senior Art Director for the e-commerce fashion reinvention, I was tasked to find the new look and feel for the fashion category on their e-commerce platform. The goal was to evolve the brand perception in that category by updating the style to current and relevant trends, while supporting the e-comm team work efficiently to stay on budget and maintain output to expected levels.
In order to achieve successful results I worked with the e-commerce team (design, merchandising, strategy) through multiple stages of explorations of the photography style and light set up with photographers, taking into account the specifics of maintaining the flow and cost efficiencies of e-commerce photography
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.