| Art Direction & Photography
L.H. Gray & Sons Ltd. needed distinction across their many national brands. To solve this, I led and executed comprehensive content production, end-to-end art direction, food styling, hero photography, and post-production.
I developed a visual system to balance the warmth, freshness, and distinct, individual product clarity that comes to mind when we think of eggs. This included, but was not limited to, creating a calendar of modular content, recipe-driven visuals, product-forward compositions, and seasonal variations.
| Content Creation & Food Styling
While working within strict and clearly delineated brand identities, I expanded the content production to include a broad range of recipes and social-friendly content featuring complex layflat formulas. Each asset was designed to stand alone and as a part of a larger, scalable ecosystem.
| Product Photography
Oversaw and developed B2C content across various web, social media, and print outlets - maintaining individual brand standards and guidelines. In addition, led and executed a variety of B2B photography in support of over 50 new products.
| Retail Photography & Coordination
Represented and coordinated on-site retail shoots for various products across various provincial retailers. Organized and led communications for these on-site shoots, as well as executing all core photography with paid talent.
These included but were not limited to seasonal (Breakfast Club of Canada ™) or promotional (Naturally Golden Yolks ™) campaigns. Captured real-world product interactions in-store, emphasizing authenticity and shopper context for our network of retailer locations.
| Social Media Content
Collaborated with internal teams and content creators to plan and execute quarterly social media calendars across multiple accounts.
Developed platform-specific strategies that translated core identities into engaging and visually exciting content. Ensured consistency in tone, colour systems, and composition across all social channels.
Oversaw and crafted over 25 new pieces of content each month per account, across five total brands. Maintaining brand guidelines and unique content strategy for each.
| Print & Digital Campaigns
Conceptualized and executed seasonal and promotional campaigns across regional and national markets. Campaign work spanned digital, social, and retail touch points. Each campaign was designed to be adaptable across multiple brands while maintaining distinct visual identities.
Please inquire for individual case studies regarding any of the below campaign titles.
