My scope covers art direction, set design ideation, model casting, props curation, retouch specification, video design, and end-to-end creative management. Each shoot cycle runs 3–4 weeks with a crew of approximately 30 across multiple simultaneous sets. I coordinate directly with Producers, Operations, Post-production, and the Private Brand Design team, aligning creative intent with production reality under tight launch windows.

 

The APB shoots operate at editorial scale with each brand carrying its own visual world- distinct themes, purpose-built sets, multiple rounds of casting and fittings per label. Style guides evolve season to season and go beyond mood and tone: they dictate product-specific capture requirements such as hidden pocket callouts, elastic detailing, multi-use tie belts shot in sequence to demonstrate function. Every design decision on the garment needs a corresponding imaging decision on set. For post-production, imaging and video guidelines, along with brand-specific retouch SOPs, are built out and handed off to the team - skin treatment, fabric correction, background grading, all calibrated per brand.