Developing a successful branded photography campaign begins with collaboration across engineering, marketing, and executive leadership. My role is to harmonize these diverse perspectives into a clear creative strategy. By aligning early on, we establish a visual direction that not only reflects the technical nuances of the product but also reinforces the company’s broader brand vision.

On set, I lead the creative execution, working from a detailed shot list that anticipates every angle and scenario. My responsibility is to guide the team, adjust in real time, and ensure we capture imagery that tells a cohesive story. Art direction here goes beyond aesthetics — it’s about creating an environment where each detail contributes to the brand narrative.

Here is an example of an active contact sheet.

After the shoot, I carefully review and curate the strongest images that best convey the immersive experience of the REAL VR applications. This process ensures that every chosen photo is aligned with our strategy and ready to be deployed across multiple platforms — from advertising and brochures to digital and event marketing.

Here is an example of a printed brochure.

When it comes to early-stage product marketing, we often hit a roadblock when we need to showcase products that aren't physically ready for the camera. So, what's our workaround? We get creative with prototypes or dummy products, leveraging state-of-the-art SLA (3D printing) tech to craft them, and then meticulously assembling them with super glue. And that's not all—pairing these physical mock-ups with product illustrations and renderings adds an extra layer of visual depth. This combo approach allows us to jumpstart our marketing efforts even before the actual products hit the market, letting us build hype and connect with our audience effectively.

See product illustrations here.

Crafting a compelling story starts with truly understanding our audience, our product, and where it fits in the market. One of the biggest challenges we tackle is weaving a narrative that resonates with the diverse range of customers in our target audience. So, how do we crack this nut? We start by identifying what ties these different customers together. That common thread becomes the foundation of our storytelling, ensuring that our message speaks to everyone in our potential customer pool, making it relevant and captivating across the board.

Lexar's all about simplicity with its product positioning as "Easy-to-use," catering to folks who value straightforwardness over technical jargon. But here's the twist—integrating product photos or illustrations seamlessly into this narrative isn't a walk in the park. So, what's our strategy? It's all about aligning visuals perfectly with our overarching message. By making sure our product presentation embodies the essence of "Easy-to-use," we craft a story that flows effortlessly, showcasing the product's main perks in a user-friendly light.