Chewy Catalogs

During my time at Chewy I had the opportunity to art direct several catalog spread and shoots.

My favorite part of these projects was always the brainstorming, concepting, and working with Marketing on product selection. The Marketing team gave me an initial brief that included a list of products that needed to be featured in the spread along with any copy or deals. With the brief in hand, I was ready to to start brainstorming themes and creating mood boards. Once I had 3-4 mood boards created it was time to pitch those to the Creative Director. After selecting one direction, I created a rough mockup of what the spread would look like. This part was always a balancing act. It was known it was a rough mockup but it still had to look professional enough to get final approval on the concept before moving on to the photo studio. My photoshop skills really came in handy on this stage!

Finally, the most satisfying part. Watching these come together as I worked with the art department. The most important lesson I learned from doing these, always shoot an empty scene and additional products separately on white as a backup - just in case any products became unavailable before print!