Telling authentic creative stories through real moments

The art direction for CreativeLive's brand editorial work was straightforward. We utilized existing light to help convey the genuine nature of the moment. Nothing was staged or forced including the talent. We casted ourselves, students, and instructors. We photographed real workspaces, actual collaboration sessions, behind the scenes of classes, and moments of inspiration. They showcase creators in progress, tools of the trade, and the in between quiet moments when we come up for air to have a beer or spend time with our loved ones. We utilized the images from these lifestyle shoots throughout all our marketing efforts and on the website. We also took this photo direction to our behind the scenes efforts to gather more in-the-moment images of creators in action. Photos by in-house CreativeLive photographers.

The art direction for CreativeLive's brand editorial work was straightforward. We utilized existing light to help convey the genuine nature of the moment. Nothing was staged or forced including the talent. We casted ourselves, students, and instructors. We photographed real workspaces, actual collaboration sessions, behind the scenes of classes, and moments of inspiration. They showcase creators in progress, tools of the trade, and the in between quiet moments when we come up for air to have a beer or spend time with our loved ones. We utilized the images from these lifestyle shoots throughout all our marketing efforts and on the website. We also took this photo direction to our behind the scenes efforts to gather more in-the-moment images of creators in action. 

For this undertaking, I got alignment from leadership around direction look and feel, created a photo brief for a lifestyle shoot to align with the brand refresh, created photo guidelines for photographers and the marketing team for ongoing sessions, curated selects for brand use, trained our in-house photographers, produced the lifestyle brand shoots in Seattle and San Francisco, and was also featured in many of the images (much to my chagrin, but as a full-time employed worker with a photography side-hustle I was truly the target demographic). Together combined with our portrait system and student image curation, we created a beautiful collection for the brand that represented the creative life. Photos by in-house CreativeLive photographers.
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Roles: Creative Director, Brand Strategy, Producer

Creativelive