Photo Art Direction
Giro Sport Design
Images by Elliot Layda, Jeff Baker, Mike Basher, & Willie Honig
I have been very lucky in my career to have been able to provide stylistic and conceptual direction for photoshoots with some exceptionally talented photographers. I usually try to set broad goals in terms of light and product styling and leave room for unexpected magic to happen, while always making sure that the final work articulates the underlying marketing goal.
The never ending study of balance, composition and visual hierarchy that informs my design work also drives my photographic art direction. I love working on location or in the studio and get a thrill when I know that we got the magic shot. I am endlessly fascinated by light and how subtle changes can illicit such dramatically different reactions from the viewer.