Art Direction

For the majority of my tenure at Vitamix I have spent many hours on sets art directing photographer and videographers. I have played a key role in everything from product images on a clean white background to very conceptual brand images.

Recipe Photography - Concept Sketch and Final Photo

Recipe photography is a very important part of the Vitamix brand. From cookbook to our online recipe center the images must be balanced, tastefully arranged, and yet set some level of aspiration in the user. I have worked closely with content, culinary, and strategy teams to convey the type of imagery that will set us apart from our competitors. Resulting in a gender neutral, premium yet achievable look and feel that is carried out through all aspects of marketing.

I like to have a basic understanding of composition before I head to any photo shoot so I always sketch out a rough of what I am looking for. This keeps the photos from looking stale when set in groups.

Recipe Photography - Concept Sketch and Final Photo

Recipe Photography - Concept Sketch and Final Photo

Recipe Photography - Concept Sketch and Final Photo

Recipe Photography - Concept Sketches

Art Direction - Video

I have collaborated in the inception of many videos for the Vitamix brand. Concepting with internal and external partners to achieve a uniform look and feel throughout our video channels.

Product Marketing

Art Direction

Role
Art Director
For
Vitamix
Date
2012-15
Type
Photo and Video Art Direction
URL
www.vitamix.com/Find-Recipes