Art direction first
The direction is set in a creative direction deck and agreed with the brand before any production is booked. The store, the campaign and the e-commerce imagery then follow the same direction.
Shot to the template
Still life, on-model and product-page sets are planned against the store's templates before a single frame is taken. Each image is shot to the exact crop the page will hold, with colour, ratio and margin matched to its grid. An art director is on every set.




