Content Creation
The idea is locked. The parameters are set. It’s time to bring the concept to life!
I kick off the Content Creation process by assessing what we can realistically accomplish together in house, and what might need to be outsourced. From there, I oversee:
Finding the right creative partners (ad agencies, film directors, etc.)
Budget management and timeline development
Model and talent casting; usage rights negotiation
Merchandise coordination and styling guidelines
Script writing and/or musical direction
On-set art direction; retouching and editing direction
Copywriting for content, product descriptions, SEO, SEM…
Asset creation; deployment and file organization
Actualizing an idea still feels a bit like magic. It’s one of the most gratifying parts of my job!
When I first joined Harry Winston as Global Creative Director, they were working with an external agency to develop a new e-commerce site for the brand. After pivoting our visual direction, we brought the work in-house and my team of designers and photographers completed the job.
We built out a sitemap, updated the design to align with our refreshed branding, redesigned over 30 page templates, developed new product photography and retouching guidelines, photographed over 1000 products (4000 angles), and found new and creative ways to utilize our extensive archive of editorial and historical imagery throughout the site.