For this Fingerhut employee value proposition campaign, I led the art direction for a photoshoot designed to produce authentic workplace imagery that could support recruiting, brand storytelling, and digital marketing initiatives.

To align the photographer, production team, and internal stakeholders around the creative vision, I leveraged a structured pre-production framework to guide the shoot planning process. The document helped establish the visual tone, define shot priorities, and coordinate locations and scheduling so the team entered production with a clear understanding of the creative direction and campaign goals.

The pre-production planning included:

• Inspiration references to establish the visual tone

• Shot concepts and composition guidance

• Lighting and styling direction

• Location planning across multiple office environments

• A detailed shoot schedule to maximize production efficiency

By using this structured approach, we were able to capture a wide range of authentic workplace imagery while maintaining visual consistency and ensuring the most valuable campaign assets were prioritized during the shoot.