The ask
Create a collection of high quality, crave-able, and distinctive images for popular catalog items in the “fresh” categories.
As lead Art Director on the project I created the look and feel of the catalog imagery, including doing a test shoot in my home studio to refine the details of the approach. I was then responsible for the photobrief, on set art direction, selects and retouching feedback.
The project was completed in 2 shoots (one for produce and one for meat & seafood) over a total of 13 days. We captured 600+ images, shooting with 2 simultaneous stations, on a tight schedule of 10 minutes per shot.