Australia is all about adventure. It’s a land of discovery, of exuberance, of daring explorers and rugged travelers. In 2017, Tea Collection traveled to Australia for its lifestyle photoshoot. We paired the Australia lifestyle images with bold and bright studio and laydown photography.
role:
• art direction of product laydown photography
• assistant art director for studio photo shoot
• seasonal campaign strategy & concept
• final image selection for laydown & studio images
• photo shoot production
catalog designers: sarah adelman, kaitlin hooper,
tara creehan
we come from a land down under
Australians are know for being active and boisterous, but also warm and welcoming. We wanted to reflect this in the art direction for spring and summer 2017. We took inspiration from Australia's modern art scene, nature walks, unique and amazing nature, and bondi surf culture.
laydown sketches
playful & energetic
At Tea Collection, each delivery within a season has it's own unique story and design inspiration. Finding balance between storytelling each destination and creating a strong product selling image is an important task. For the Australia season, we unified the art direction for the laydown and studio photography from spring through summer.
Bold color blocked backdrops feel individual and inspired but carry across every monthly delievery with slight updates to the color palette to create newness. Propping and product styling was simplfied for a clear point of view.
laydown sketches
