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Art Direction + Production

Art direction and shoot production for Aella's core collection. My task was to streamline the e-comm process and create an art direction and shoot flow that was duplicatable for all future e-comm shoots. The art direction had to feature the clothing in a way that spoke to the Aella woman aesthetic. She is timeless, confident and sassy.

Elevating the e-comm imagery meant choosing lighting temperature, styling, makeup, model casting, and set design.