e-ComMerce
PhotographyOverhaul
Creative Direction · Art Direction · Casting · On-Set Direction · Post-Production Direction
An overhaul of Joe Fresh's e-commerce photography, reimagining how products were photographed, styled and presented online. From on-model imagery to off-figure product photography, the project focused on creating a more cohesive, elevated and recognizable visual experience across the brand's digital storefront.
CREATIVE DIRECTION
The goal was to bring a more considered, editorial sensibility to everyday product photography without compromising its commercial purpose. Through refined styling, consistent compositions and a clearer visual language, we developed an approach that felt elevated while keeping the product at the centre.
