Projects
I influence successful projects by fostering collaboration, inspiring innovation, and implementing efficient workflows. I thrive in dynamic, high-speed settings. I excel in holistic thinking and strategic decision-making. While never losing sight of the finer details.
Holiday Gift Guide
3D Imagery created for print and digital holiday campaign
Anyone in retail has shot Christmas in July. This past year Wayfair decided to expand its holiday presence by adding a gift guide printed catalog and online experience. In order to support this, I pitched the idea to create all the assets with our internal 3D Imagery team. By assigning the in-house 3D team to this project while other projects were shooting, we were able to increase staff utilization and time production perfectly for our Art Director.
No struggles getting glitter and garland for this project!
RE/FINE Brand Launch
Studio Photoshoot for brand launch
Can we launch a new homeware line to bolster Wayfair's presence in the space and have all new assets before year end? Yes we can. I devised a comprehensive plan and budget that included organizing a physical photoshoot and an offshore partnership to finalize the images. Through smart planning and with a great crew, we successfully delivered over 800 high-quality images that aligned with the brand identity and came in under budget.
The shoot was such a success, one of our other brands asked to have their own bedding launch shoot 3 months later.
I love a "lift and shift" production plan!
Joss & Main Catalog
Photography and 3D imagery
Wayfair has three Speciality Retail Brands who require specific branded visual assets to support a Go-To- Market plan. These assets have placement in print, retail, social and online.
My team was responsible for understanding the asks, and devising the best photo production plan. We planned location and studio photography, timing them just right.
When catalog launched with a circulation plan of 1M, I personally attended press checks. Keeping in mind neutrals are easily manipulated, and taupe is a vibe.
I still love ink on paper!
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WF Home tours
Photoshoots in real peoples homes
One Wayfair Go-To-Market Strategy was too create brand franchises that would also scale. The Home Tour franchise was an instant hit. We supplement peoples real spaces with products from an exclusive brand. We considered the family's personal space and style during an intake process. We assigned our styling team to work on curating the spaces. My team was responsible for developing the budget and production plan that included project schedules, resource planning, sample management and location logistics.
We can get it done wherever, whenever for the right price!
3D Product Shots
Introducing the efficiency of e-com studios to our 3D pipelines
Historically our imagery production was split 50/50 between photography and 3D Visualization. We had a goal to shift more volume into 3D. In order to do this we had to solve for complex product classes getting rejected from our offshore partners. Once we shifted to a blended resource model, the fall-off dropped from 35% to 5%. This allowed us to keep 30% more product imagery in 3D, up-level the skills of our teams, and drive down unit costs in 3D by 50%.
Right tool, right teams, right time!
