LOFT
During the e-commerce boom, online stores shifted from secondary brand support to the biggest revenue driver for retail. As attention shifted, I worked with LOFT to further define their brand voice online by supporting merchant, web production, creative, and marketing teams to determine and execute the production schedule. I managed the photography of 4,500 images per season and assisted the Creative Director to maintain brand aesthetics. In addition to executing on-set, I managed model casting and art buying and in post production, ensured that standards and timelines were met with the vendors, freelancers, and internal teams.
