Lead creative direction for the Sonia Kashuk still photography for social media (2014/15) showcasing trends and her latest products. These images should maintain the upscale Sonia Kashuk brand perception while delivering effortless and style-relevant content in different platforms. Elements such as typography, light, set color, music, styling, and talent casting were closely directed.
Responsibilities: The production should capture content for both motion and stills simultaneously. The deliverables required still photography for all social media needs, behind the scenes footage, and the video content. I oversaw three production crews to accomplish the assignment: Video crew, still photography crew, and lay-downs photography/video crew to support content. As lead creative for the campaign, I was in charge of creating cohesion between all assets of the social campaign, including concept/message (working with copy writer), talent casting (working with production and talent agencies), on-set direction (working with video director, DP, photographer and all on set stylists), and post production editing (with retoucher and video editing crew).