Art direction & shoot planning. This was my largest (and most rewarding) initiative for Life Time. Club photography had long been neglected, so I was brought in to select a new photographer, define our photo style, and devise our strategy for shooting the clubs without disturbing members or club operations.
CREDITS Photographer: Trent Bell Art Buyer: Brenda Kaye Sowada Creative Director: Joyclyn Goldade
An exploration of brand elevation
LifeSpa offers high-quality services done by some of the best stylists in the industry — but at the time the brand didn't convey that. This exploration was intended to show how we could elevate the brand with a recognizable look and feel.
Please note that all imagery is FPO, borrowed from various sources since this was the concept phase.
Life Time Brand Guide
A concept piece showing how the Life Time Brand Guide could be elevated.
Bodies that move with ease
Photo art direction
CREDITS Creative Director: Jon Stone Workplace: Life Time
Life Spa Open House
Creating seasonal food stories from miscellaneous specials
Art direction for a recurring newspaper specials insert. One of the most fun challenges on this project was to craft seasonal scenes featuring the current sale items (which were often not seasonally relevant) . It was like a art direction puzzle (and I love puzzles)!
CREDITS Creative Director: Jeff Berg Project Manager: Corrina (Anderson) Wertzberger Account Manager: Joey Hall Agency: Olson Client: Target Photo Studio: Tony Kubat Photography Photographer: Mette Nielsen Retouching: Unleashed