Role: Senior Art Director / Consulting
See's Candies has been an iconic candy company for more than 90 years and continues to evolve its audiences generation after generation. Warren Buffet bought See's Candy for $25 million in 1972, and by 2011 it had grossed more than a billion dollars.
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As Consulting Senior Art Director for See's Candies I immersed myself in a 4-month project where I art directed and designed 10 separate catalogs cover to cover including on-location and in studio art direction, sourcing and managing food stylists, prop stylists, and photographers, catalog design, pre-flight and pre-press production, and more.
Brand Research and Exploratory
Prior to starting the project, I immersed myself in the See's Candy brand, exploring their history, market environment, customers, and brand guidelines.
The See's Candy Brand
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See's Candy Target Customers
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See's Candy Style Guide & Brand Identity
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See's Candy Catalogs
On location in San Francisco and Los Angeles, I Art Directed a team of prop stylists, food stylists, and photographers to create 6 distinct catalogs for See's Candies 2016 calendar line-up including Halloween, Winter, Thanksgiving, Christmas, Business, and Fund-raising. Leading the team through many multiple day shoots I ideated and art directed dozens of unique environments and sets that would represent the different holidays and seasons.
Halloween Catalog
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See's Candy Thanksgiving Catalog
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See's Candy Business Winter Catalog
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See's Candy Christmas Catalog
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See's Candy Catalog Design
In addition to art directing all photo shoots, I curated, designed and produced 12 complete catalogs, cover-to-cover, including designing over 250 pages of complex grid systems and strict guidelines for candy size, placement, and configuration. I also worked closely with the Product Manager on copy-editing, photo-editing, photo curation, pre-flighting, etc.,
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Roles & Skill Sets
Art Direction / Location and Studio
Sourced and Managed Food & Prop Stylists and Photographers
Catalog Design
Project Management
Pre-flight and Production
Photo Curation
Copy Editing
Art Direction / Location and Studio
Sourced and Managed Food & Prop Stylists and Photographers
Catalog Design
Project Management
Pre-flight and Production
Photo Curation
Copy Editing