MAYTAG
Photography art direction and set redesign.
While working on the Maytag account I helped create hundreds of photography assets. From establishing the Maytag style of photography to working with stylists and retouchers, I have experience working alongside others to bring a brand’s vision to life while developing and maintaining their brand and photography standards.
FEATURE PHOTOGRAPHY
Maytag feature photography is dark and moody and utilizes low key lighting to best show off features and help establish the product as hero. This style also lends itself to setting the tone for the brand pillars of dependability, reliability, and power.
IN-SET & FEATURE PHOTOGRAPHY
Maytag in-set and lifestyle photography uses broad daytime lighting. When talent is used, scenarios are built around typical use cases. Regardless of the type of photography, the product always remains hero, and talent is the secondary focus.
SET REDESIGN
The Maytag laundry set was due for a facelift, and the clients wanted it to complement the kitchen set. Working within budgetary constraints, we proposed a new design and worked with the studio throughout the build to reuse what we could.
