Art Direction of campaign photographs for Jula
For Jula Garden Tools and Storage, I was tasked with highlighting selected products from Jula’s extensive catalogue of tools, machines, clothes, toys, and more. I began by sketching several different shots where the key products were featured in use, ensuring that all scenes were set within the same environment with the same models to maintain a strong visual cohesion across the campaign.
Each shot was carefully composed to allow for a variety of cropping formats, fitting Jula’s printed catalogue, homepage, email offerings, and purchased advertising spaces. In addition to the highlighted products, I supplemented the scenes with complementary items from Jula’s range to create rich, believable settings.
For this campaign, I envisioned an older man carrying out classic spring chores around the garden in preparation for summer, bringing a relatable and authentic atmosphere to the serie
Before proceeding to production, I created sketches for each planned image to ensure they met the visual and technical requirements and to secure approval from Jula’s head of marketing. These sketches also served as a guide and checklist for the production assistant and the photographer during the shoot.
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Some of these sketches were handed to another AD photographer to be shot at a later opportunity
