Role:

Led Concept

Art Direction

Image Selection

Retouching / Post Production

Brand Identity

Direct Correspondence:

VP Marketing

Product Team

Sales Team

Photographers

Full advertising campaign for BayPhoto Lab, a professional online ordering print lab serving photographers and artists worldwide — one visual system built to work across print, digital, social, and trade show. Built the entire product photography library from the ground up, establishing consistency across a full range of products.

With no retail floor and no product in hand, the image was the product. And the range was massive — 100+ frame moldings, 20+ paper surfaces, 26 book cover materials, sizing up to 48"×96". Every shot was directed to prove what a screen usually can’t: the scale, depth, and texture of MetalPrints, Acrylic Prints, Canvas Wraps, Wood Prints, Framed Prints, and handcrafted albums, and how each behaved differently in light. Tone moved with the subject — elegant, romantic, funny, dramatic — but the standard never did.

Art-directed all product photography in-studio, then carried that direction through post, packaging, and every downstream touchpoint: order inserts, product guides, B2B sales tools. The campaign didn’t just sell prints — it tightened the look of the BayPhoto brand everywhere it showed up.