SUMMARY: Led photo direction and post-production for Farmer's Fridge, overseeing all visual content for marketing, digital, and in-store experiences.
CHALLENGE
As the Principal Director of Photography at Farmer's Fridge, I led the creative vision for all major photoshoots over four years. Working with external contractor photographers, I managed everything from concept development and art direction to post-production and asset organization. The challenge was to maintain brand consistency across diverse environments—whether it was capturing fresh salads in a studio or showcasing our vending machines in high-traffic locations.
As the Principal Director of Photography at Farmer's Fridge, I led the creative vision for all major photoshoots over four years. Working with external contractor photographers, I managed everything from concept development and art direction to post-production and asset organization. The challenge was to maintain brand consistency across diverse environments—whether it was capturing fresh salads in a studio or showcasing our vending machines in high-traffic locations.
SOLUTION
I developed a streamlined process for executing high-quality photoshoots, including:
I developed a streamlined process for executing high-quality photoshoots, including:
• Creative Direction: Defined shot lists, style guides, and visual narratives for each photoshoot.
• Post-Production: Handled the majority of image editing, resizing, and optimization for web, social, and in-store displays.
• Asset Management: Organized and cataloged thousands of high-resolution images for easy access and multi-platform use.
• Vendor Collaboration: Coordinated with contract photographers to ensure all shoots met brand standards and campaign goals.
OUTCOME
Produced a cohesive visual library that elevated brand storytelling across all channels.
Supported the launch of major campaigns with on-brand, high-quality photography that drove engagement and conversions.
Established a seamless workflow for post-production that reduced turnaround time and increased consistency.
REFLECTION
Directing Farmer's Fridge photography was an exercise in both creative leadership and hands-on execution. The experience taught me how to elevate brand narratives through visuals, build efficient post-production workflows, and deliver assets that not only look good but perform well.
Directing Farmer's Fridge photography was an exercise in both creative leadership and hands-on execution. The experience taught me how to elevate brand narratives through visuals, build efficient post-production workflows, and deliver assets that not only look good but perform well.
