We talked about what art directors do. Now it’s time for me to take you through a project that I art directed and shot for Seattle-based luxury leather handbags and accessories company, BEVÉE.
The goal was to shoot a set of images that represented BEVÉE’s target customer: busy, modern, urban dwelling, “women that do.” The final images were to be used on their social media accounts, especially Instagram. Unlike an assignment that I just completed for Luxe Interiors + Design magazine, where my role was strictly photographer and a shot list was provided to me, the #citygirl assignment for BEVÉE gave me creative freedom to direct the story of the shoot, including the mood and the locations.
There were three new bag colors that my client wanted to focus on – blush pink, sapphire blue, and custard yellow – so part of the process was taking photographs of places and objects that featured these colors and would look great in color mood board-style images along with images of the bag. Also, while the shoot was to take place entirely in Seattle, the client wanted the city to appear more generic in order to appeal to a wider audience of #WomenThatDo. I tried to avoid stereotypical Seattle viewpoints to achieve a more widespread urban vibe.
After your project is shot and edited and delivered and reviewed, it’s time for the tough part – letting go.
Unless you’re taking part in implementing your creative work, your vision often ends after your initial work is done. This is just part of being a freelance art director. Before you go, do your best to share your process and vision and how you see your work being used. But the truth is, you can’t control what happens next.
Fellow Freelancer Tip: Don’t rely on links to websites you’ve designed or copy you’ve written. Show your own version in your portfolio!
Your client may decide to cover your photos in Comic Sans and add weird rainbow filters and reggae music on top of them…but you don’t have to show your work that way on your site. Make sure to share it in the way you intended it to be seen in your own portfolio.
Don’t rely on your clients to communicate your vision. This statement also rings true for creative brands – don’t let your customers be in charge of what your brand means by the things that they share about you.
Make sure that the basis of your online presence starts with your vision for your company.
If you’d like to read more about art direction, brand storytelling, and keep up with my latest art and illustration projects, subscribe to The Creative Brief.