W I L L I A M S S O N O M A
The role of independent lead for Williams Sonoma involved managing diverse portfolio projects from conception through completion. Each project typically spanned 2-4 weeks, requiring comprehensive oversight of multiple phases and team members.
The process began with curating photographic inspiration and securing approval from Williams Sonoma's leadership team and president. Drawing from extensive culinary expertise, the work involved strategically selecting recipes that would showcase both the food and products optimally. The role included directing the creation of custom sets and surfaces that complemented the merchandise while maintaining Williams Sonoma's aesthetic standards.
The position required developing detailed shot lists and coordinating with a specialized team including food stylists, prop stylists, producers, and photographers. This collaboration ensured efficient shoots that delivered versatile assets for both catalog and digital platforms, designed to support the product throughout its market lifecycle.
Throughout each project, the focus remained on creating cohesive, high-quality content that aligned with Williams Sonoma's premium brand positioning while meeting both commercial and creative objectives.
Notable projects include:
Wedding Registry campaign
Holiday collections
Stanley Tucci collaboration with GreenPan
David Chang partnership with Anyday
D E L I V E R A B L E S
Photoshoot Concepting
Set Building Direction
Culinary Direction
Photo Art Direction
R E S U L T S
Due to the exceptional quality and positive customer response, the assets maintained their effectiveness across multiple seasons, resulting in reduced production costs for Williams Sonoma's new editorial photography.
SERVICES
Photography
— Moodboards
— Campaign Concepting
— Still Life Art Direction
— On Location Art Direction
— Location Scouting
— Casting
— Photo Production
— Set, Prop, Wardrobe
— Editing & Post Production
— Sound & Voice Over
— Music Sourcing
— Retouching
— Video Color Grading
Creative
— Creative Direction
— Photo & Video Art Direction
— Content Development
— Social Content
— Styling
Branding
— Logotype
— Identity System
— Brand Guidelines
— Brand Books
— Voice + Copy
Strategy
— Brand Auditing
— Brand Strategy
— Brand Positioning
— Creative & Content Strategy
— Strategy Workshops
Consulting
— Neuromarketing & Neuroaesthetics
— Creative Optimization
— Creative Operations
— Sustainability Best Practices
Digital
— DIgital Design
— Content Creation
— Website Design + Build
— Information Architecture
— Email Strategy + Design
Print
— Print Collateral
— Packaging
— Illustration