Kurt Adler – Julie Benedetto: Commercial Studio Photographer from Westchester, NY

RAW REV

Client: Kurt S. Adler

Scope: Art Direction, Set Build, Prop Styling, Photography & Post Production. 9 month Contract.

The Challenge: To create compelling imagery for their popular products that would stand out on leading e-commerce platforms, we focused on showcasing a diverse range of items, including tree toppers, nutcrackers, fabrichés, and ornaments. The objective was to capture attention and drive sales in a highly competitive online marketplace, where visual appeal is crucial to attracting potential buyers.

Art Direction: To set the tone and art direction for the project, I curated a mood board encompassing various themes, from traditional holiday motifs to modern design trends. This served as a visual blueprint, guiding the set design and ensuring consistency across the diverse product range.

Result:The new imagery successfully captured a modern holiday spirit that resonated deeply with customers, leading to increased engagement and sales on major e-commerce platforms like Wayfair, Walmart, and Amazon. The strategic use of the mood board to guide the art direction resulted in a consistent and visually compelling presentation across the entire product range. This cohesive and polished look helped establish a strong brand identity, making the products more attractive to online shoppers.

MOOD BOARDS

For the first set, we carefully selected a warm beige color palette that conveyed both modernity and sophistication. This choice was instrumental in creating a versatile and elegant ambiance that would appeal to a broad audience. The room was designed with simplicity in mind, aiming to attract a younger demographic without overwhelming them with overly bold or loud elements. The subtlety of the beige tones allowed the focus to remain on the product, while still providing a chic and contemporary backdrop.

To enhance the festive atmosphere, we adorned the set with an abundance of Christmas lights in the background. These lights added a bright, joyful touch to the images, perfectly capturing the holiday spirit while maintaining the room’s refined aesthetic. The combination of warm beige tones and sparkling lights created a bright warm room that was both inviting and memorable.

This thoughtful set design was not only visually striking but also strategically aligned with the brand’s marketing goals. By keeping the design simple yet sophisticated, we ensured that the content would resonate with a younger audience, driving engagement and reinforcing the brand’s modern identity. The bright, festive imagery was ideal for seasonal campaigns, making it highly shareable on social media and increasing brand visibility during the holiday season. This approach helped create a strong visual impact that was both festive and timeless, solidifying the brand’s position as a leader in stylish, contemporary design.

For the second set, we opted for a medium gray tone for the walls, perfectly complemented by medium stained oak wood accents. This combination created a sophisticated and timeless backdrop that could seamlessly transition between a daytime and evening ambiance, depending on the lighting design. The versatility of this color palette allowed us to craft a set that feels warm and inviting during the day, while also exuding a cozy, intimate atmosphere in the evening.

To achieve a classic aesthetic, we incorporated a wood fireplace mantel, which served as a focal point, adding a touch of traditional elegance to the room. This was further enhanced by the use of abundant evergreen décor, bringing in elements of nature that provided a fresh, yet refined, look. The rich wood tones and natural greenery worked harmoniously with the gray walls to create a balanced, cohesive design that resonates with a sense of timeless luxury.

Every aspect of the set was designed with meticulous attention to detail, ensuring that the environment communicated a sense of premium quality. By creating a space that could adapt to different lighting conditions, we enhanced the set’s versatility, making it ideal for various marketing campaigns. The classic and elegant setting, coupled with the thoughtful use of natural elements, ensured that the final images would make a lasting impression, effectively communicating the brand’s values and attracting a sophisticated audience.

BEHIND THE SCENES

ASSET HIGHLIGHTS

Over 400 assets were meticulously crafted and delivered, primarily supplied as carousel images to retailers. These assets played a pivotal role in enhancing brand visibility and engagement across various e-commerce platforms. The content was seamlessly integrated into all e-commerce channels, resulting in a significant boost in sales and a noticeable increase in brand recognition. The fresh, modern aesthetic provided by the new content not only revitalized the brand but also resonated with the target audience, leading to organic sharing and cross-posting on social media platforms.

This strategic approach to content creation extended beyond digital channels, inspiring shop owners to use the fresh creative style in their storefronts and displays. The inspirational imagery effectively captured the attention of foot traffic, drawing in potential customers and enhancing the overall in-store experience. The cohesive and visually appealing content helped create a consistent brand presence across all touchpoints, making a lasting impression on both online shoppers and in-person visitors. By delivering high-quality, versatile assets, we ensured that the brand’s new look was not only impactful but also widely recognized and appreciated by a broader audience.