In 2016, Tea Collection traveled to Japan. In Japan we captured our fall & winter lifestyle photo shoot with photographer Hideaki Hamada in the streets of Tokyo and the wild mountainside of Mt. Takao.
role:
• art direction of product laydown photography
• assistant art director for lifestyle & studio shoot
• art direction for baby studio illustrations
• seasonal campaign strategy & concept
• final image selection for laydown & studio images
• photo shoot production on international shoot
• catalog layout design
catalog designer: sarah adelman, kaitlin hooper
back to school • japan catalog one
As the first catalog of the fall & winter collection, the creative direction strikes a balance between introducing a new international destination with emotional storytelling and product heavy marketing that emphasizes stocking up for the back to school season. We created real moments with real kids in authentic settings, while utilizing the laydown photography to be a clear and bold hero image for every product. Using a mixture of destination inspired props and school supplies, we were able to message both the time of year and stay on brand with our globally inspired style.
laydown sketches
fall • japan catalog two
The fall delivery was inspired by the Japanese fashion subculture “yama girl”. Yama means mountain, and this style takes inspiration from the natural world for an outdoorsy and adventurous look. We traveled with local children in Japan to Mount Yama, a popular destination for elementary school field trips.
We paired the woodsy lifestyle photography with clean and straightforward studio and laydown photography. We focused in on the cozy and rich details of the product that emphasize it's "worth it" quality and warmth. Since babies can't go on hikes, we captured them in studio while still transporting them into whimsical forest scenes with watercolor illustrations.
laydown sketches
