Pre- and post-production for seasonal photoshoots along with design and print execution for direct mail catalogs, including two versions for A/B testing.
Photographer: Ben Watts
Fashion Director: Monika Kratochvil
Stylist: Andrew Gianopoulos
Copy: Dennis Blanco
Catalogs are a big undertaking, which means extensive collaboration amongst many internal teams. As the lead designer on the catalog team, this involves storyboarding, concepting, and art direction for seasonal photo shoots. In order to facilitate the shoot, it also involves pre-production documents for reference on-set, which detail locations and inspirational images.
Post-production for seasonal photo shoots entails working with a freelance image re-toucher, the internal marketing team, and the internal photo team on the image selection process. The last step is prepping final print files for over 100 pages as two different versions of the catalog are uploaded for distribution.