Photo art direction for Free People. Simultaneously directed photography for Free People while overseeing the FP Movement brand visual identity.
Imagery and video were rolled out across the website, paid social media ads on Facebook and Instagram, email, direct mail catalogs, retail signage, and printed mailers. The Free People in-house studio was one of the most creative environments I have ever worked in. Each image was carefully curated in order to appear organic and always editorial.
Role: Photo Art Direction, Brand Visual Identity Direction, Concept + Development, Content Strategy, Design Direction
