ROLE: ASSOCIATE CREATIVE DIRECTOR
Upwest
After establishing a process of producing high volume, seasonal e-commerce photography, Upwest was ready for a refreshed look that more accurately illustrated their comfy, considered clothing. The art direction looked back to the pillars of the brand in exuding comfort, effortlessness, and timelessness. Together, we redefined these ideas through composition, lighting, the set, and talent. We uncovered a sense of authenticity for the brand by establishing more camera movement, a warm yet minimalist environment, and a clear focus on the product. After just one season with the refreshed creative, Upwest’s new, elevated look and feel brought record performance and click through rates.
CHECK IT OUT ON UPWEST.COM