Epic Brand Photoshoot
From Concept to 180+ Campaign Assets
I art directed a brand photoshoot, collaborating with illustrators and photographers to bring complex ideas to life. The resulting 180+ assets powered landing pages, social ads, and marketing campaigns — all delivered on budget and on schedule.
- Role
- Creative Lead (Art Direction, Production, Design)
- Stakeholders
- Marketing & Brand
- Timeline
- 6 weeks
- Impact
- 180+ assets, 84% redemption
Pencil to paint
From a sketch to the final shot
Every hero image started as a pencil concept. Drag across to see how closely the finished photo and illustration followed the plan.
The campaign
Leadership & Collaboration
Led a hybrid in-house/contract team of 4 illustrators and one photographer to deliver 180+ assets in 6 weeks.
The concept
JUMP IN — into reading, learning, and the new school year with confidence and excitement.
On set
Setting the Vision
Casting real Epic teachers and students added authenticity to the photos, humanizing the brand and cutting talent costs significantly.
Direction
Working with New Talent
Working with inexperienced talent brought challenges. On set, I directed them — sometimes explaining the end result, other times making them laugh or showing them how to pose.
Creative solution
Adding an additional kid to the mix helped loosen up the vibe, resulting in more playful and confident expressions.
Process
Photo to Final Creative
The journey from raw shot to final landing page involved layered creative thinking and execution:
Capture
Directed the model and photographer to capture the child mid-air on a trampoline in studio, paying close attention to pose, lighting, and angle.
Isolation
Cleanly removed the background, isolating the subject for a crisp composite — turning the figure into a modular asset ready for creative embellishment.
Illustration & Compositing
Illustrated dynamic overlays — snowboard trail, goggles, powder spray — to connect the photo to the Epic brand world.
Landing Page Integration
Partnered with an illustrator to blend the photo with custom illustration, creating a feeling of motion within a still image.
By combining real photography with playful illustration and thoughtful layout design, we delivered a visual story that felt both aspirational and achievable.
Partnership
NBC Olympics Campaign
Header for the Olympics landing page created in partnership with NBC.
Pre-production
Mood Boards
I communicated my vision to the photographer, set designers, talent agency, producer, and wardrobe stylists through directional mood boards. I led a meeting where I presented these boards, giving everyone the chance to brainstorm and hammer out details ahead of time. Shot lists aligned with business goals ensured purposeful, intentional efforts.
Results
Campaign Performance
Social Ads & Landing Page Impact
Redemption rate
Assets delivered
On-time delivery
Jump In creative appeared in social ads and as a header on a promotional landing page, driving exceptional conversion.
Takeaway
Art direction that bridges photography and illustration creates assets that feel both authentic and aspirational — driving real business results.
Key lessons
Real people, real connection
Casting actual Epic teachers and students created authenticity that resonates with families.
Illustration × Photography
Blending hand-drawn elements with photography created a signature Epic visual language.
Direction drives results
Hands-on set direction with inexperienced talent unlocked natural, confident expressions.
Next project
Brand Guide
Refreshing a children's reading platform with attitude, confidence, and a little quirk.
View project