A look, decided before the shoot
Art direction is the work that happens before anyone lifts a camera. I decide what the pictures should feel like, then plan every frame so the day runs calmly: the light, the surfaces, the props, the colour behind the product, and the order of the shots.
Most of my direction is for still life and product campaigns, where a small change in a shadow or a plinth shifts the whole mood. For one flower studio, two studio days produced twelve campaign stills, all from a single shot list.
On set
On the day, I direct the photographer, adjust the set, and check each frame on a calibrated screen as it comes in. Nobody packs up until the list is complete, so there is no second day to book for the shot that was missed.
After the shoot
We make the final selection together. I write grading notes so the images match wherever they appear, and crop each one for the places it will run. You end up with a small, consistent library rather than a folder of near-duplicates.
