Commerce/DTC
Finding the Brand in the Details
Creative direction for Fracture’s lifestyle and product photography, turning imperfect, everyday moments into campaigns that showed how prints live in everyday life.
At a glance
Role
Creative Director
Level
Director
Scope
Creative & Art Direction, Lifestyle & Product Photography, Photography Style Guide
Category
Commerce/DTC
Overview
As Creative Director, I shaped Fracture’s photographic voice across seasonal campaigns, lifestyle shoots and in-studio product photography—art directing each shoot from brief to final frame, and defining a photography style guide that kept the brand consistent across every channel.
It all started with a story about a kid and the trail of stuff they leave behind as they come in the door after school—backpack, socks & shoes—sometimes pants…
Challenge
In a category crowded with fast prints and framed artwork, Fracture needed to define and shape its brand to show how its product is uniquely different. Whether I was directing product photography in-studio or lifestyle campaigns on location, the goal was always to find original, creative ways to push the brand forward.
Approach
Thinking in vignettes
I wanted to focus on day-to-day moments—the imperfect, not-always-magazine-ready things that happen in our daily lives—while showing off the product in beautiful and unexpected ways.
Two questions became the starting point for every shoot plan: How can we create a beautiful curated mess? And how does the product fit into Fracture’s customers’ homes as they use these prints to tell their stories and create their own narratives?
Capturing moments
Each shoot began with a brief and a specific customer persona in mind. From there, I built inspiration boards, scouted talent and locations, storyboarded and prioritized shot lists, and pulled props—including trips to the flower market for the greenery and florals that found their way into shoots via bowls, baskets and umbrella stands. Lifestyle shoots were produced with an outside photography crew; more product-focused shoots stayed simple in the studio.
On set, I moved between roles—working as crew to rearrange whole rooms, styling bouquets, garland, wreaths and vignettes, and directing from the camera monitor—so that style, talent and product came together to tell a branded story.
Commercials
I also served as art director on two TV spots for Fracture.
