I WAS IN CHARGE OF CREATIVE DIRECTING THE 2012 SACRED HEART COLLECTIONS LOOKBOOK AS WELL AS EXPLORING A LOGO/BRAND OVERHAUL. THIS FREELANCE PROJECT CONSISTED OF A STORYLINE OR CONCEPT THAT LINKED THE PREVIOUS YEAR'S CAMPAIGN TO THE CURRENT ONE BEING BUILT. EACH CONCEPT THAT WAS PITCHED INCLUDED A WRITE-UP AND MOOD BOARD THAT
THE CLIENT AND PHOTOGRAPHER NEEDED TO UNDERSTAND AND APPROVE. ONCE THE CONCEPT WAS APPROVED, I WAS TASKED WITH SCOUTING, PULLING REFERENCE IMAGES, AND MOCKING UP COMPS FOR THE SHOOT. THE 28-PAGE BOOK CONTAINED A CREATIVE CONCEPT PORTION ON THE FRONT AND A BACK INDIVIDUAL OUTFIT LINE-SHEET SECTION THAT HIGHLIGHTED THE ENTIRE FASHION LINE. THE PHOTOSHOOT WAS DONE AS A DAY SHOOT, SO IT WAS A LONG DAY...BUT A LOT OF FUN!!!