Client: Adobe via kvell
Project: Add net-new photos that resonate with Gen Z to the Photoshop Express app
My Role: Visual research, pre-production concepting, image curation
Team: Stef Drinkwater (art director), Ailbhe Fitzpatrick (producer), Tenny Rudolph, Carina Allen, Tiana Michele (photographers)
Project: Add net-new photos that resonate with Gen Z to the Photoshop Express app
My Role: Visual research, pre-production concepting, image curation
Team: Stef Drinkwater (art director), Ailbhe Fitzpatrick (producer), Tenny Rudolph, Carina Allen, Tiana Michele (photographers)
As we worked on content design for Photoshop Express, my team identified an opportunity to also rethink the types of photos that were being used in the app as placeholders. After creating a comprehensive style guide analyzing the dos and don'ts of how our Gen Z audience takes photos, we were given the budget to capture around 50 images. We identified and contracted three photographers, working with them to choose models, locations, and styling that aligned with our guide and the kinds of images that everyday Zoomers share on social media.
With the help of our producer, I worked with each photographer remotely to review their plans for casting, locations, and wardrobe before they got the okay to shoot. Once we saw what they had captured, I narrowed down selects for light retouching and client review, ensuring that we had the widest and most useful range of photos possible within our 50-photo max.
With the help of our producer, I worked with each photographer remotely to review their plans for casting, locations, and wardrobe before they got the okay to shoot. Once we saw what they had captured, I narrowed down selects for light retouching and client review, ensuring that we had the widest and most useful range of photos possible within our 50-photo max.
Post production was kept to a bare minimum to provide a neutral starting point for "edit recipe" presets, and to mimic how a photo taken on a user's phone would look. Both the Adobe internal team and kvell's Photoshop Express team are now able to use these photos to demonstrate different app features and assets.
SIMI Winery • Photoshop Express Photoshoot • Adobe • TikTok • Toyota Service Centers • KUWTK • Science Moms • Hulu Pride