With consumers mostly preferring to shop online, Bounty was in need of a major brand refresh online. After months of strategy, we came up with a 3 phase plan to build a new Brand Library of assets to be used across all digital platforms. Additionally, we needed to make sure the set environments were recognizable as Bounty (commercial spot) homes while differentiating the main 'Parent' sub brand from the low-cost Essentials sub brand.

To create this brand library, I led 3 photoshoots with varying budgets ranging from $93K to $250K+ and culminated in over 240 usable images. I worked closely with account, client, and multiple photography teams to bring these shoots to life. While art directing the shoots, I was able to make sure “shopping barrier” requested images were all captured, while also working closely with the producers on-set to ensure we stayed on schedule and even able to fit in extra imagery that were “nice-to-haves”.

After each successful shoot, I managed and worked closely with an in-house retouching team and oversaw designers on creating new design systems to be used with the new imagery for use across digital platforms.

Clif Notes (because life is busy)
• I led 3 phases of shoots, retouching, and design from concept to delivery
• Budgets for 3 photoshoots ranged from $93K to $250K+
• Oversaw designers on e-comm & website designs using resulting imagery
• Due to overall success, Procter & Gamble used our results as the go-to example for all future e-commerce projects throughout its bespoke brands