Art Direction for Bluesmart

Bluesmart is the world's first smart luggage company. As Bluesmart's competition started to grow, I worked with the marketing and product team to further develop and execute on a newly-designed brand identity developed by Red Antler in New York. This involved photography, production, web design, and visual brand direction as a consultant.

Head of Product: Alejo Verlini
Head of Marketing: Ken Li

On-Location Photography

Given the tight budget that comes with a start up, I ended up doing multiple photo shoots where I photographed, directed, styled, produced, and retouched. This was an incredibly valuable experience as an art director because it taught me the value of all the roles involved on set. These shoots were low-key but yielded some images I'm proud of and ended up proving useful.

The images above and below are from the second lifestyle shoot, which was a bit more tricky because the crew had to be kept as small as possible. This shoot took place in San Francisco International Airport. To my surprise, it was a very relaxed setting and luckily, no one asked for a permit. Todd Rafalovich was our model.

Photo Direction

Photography should feel like it’s behind-the-scenes

Capturing moments of action, physical activity, and being on-the-go

Relatable motions everyone goes through when packing, traveling, and arriving

Images should never feel posed


Clean and minimal but approachable

Mostly white and subtle colors

Should not feel cold and distant

Elegant and simple lines

Spaces that capture plenty of sunlight

Styling Notes

Clean lines with basic colors, not meant to be fashionable or distracting

Colors should stick to white, blue, grey, and black

Rolled up sleeves with long- sleeve shirts

The images below are from the first shoot we did around downtown San Francisco with local model Matteo Lovik. Luckily, I had help with some photo assistance, which vastly improved lighting. We shot in the Financial District and Embarcadero Center. I was in charge of post-production for these images and retouched them. One of them even ended up on the MoMA's Instagram account.

Still Life Photography

Along with lifestyle photography, I shot still life images in-studio. These were meant to represent different personalities to convey that a Bluesmart is not just for one type of person. It suits all cases. See what I did there? These images are mostly meant for social and promotional use.