I had the privilege of art directing this multi-day shoot which as part of a global campaign to promote a new flagship device. Of course the bulk of the work for an art director on a shoot like this comes in the planning phase. As rewarding as working with the photographers and models on location is, I also enjoy the strategy that goes into ensuring we come out the other end with the assets that we need. Activities included concepting, story-boarding, selecting locations, model selection, planning shot lists, and directing preliminary page designs in which to eventually incorporate the imagery.
On-location, I directed the photographers and set designers to ensure that each shot was compatible with the youthful, high-fashion positioning that had been determined for the new device. Among other considerations, I also strove to ensure that each shot was compositionally correct for the many placements in which they would be employed.