ART DIRECTION DEEP DIVE

By the Numbers.

Some of my simpler pieces were actually my most complex projects of the year. A simple roll fold piece, and a double-sided flyer, while not difficult to design, ended up taking over 6 months of planning, and required a lot of special people, and some very special equipment.

I met with the Events Team in March, they needed a leave-behind for Private events at Chihuly Garden and Glass, and an updated flyer for Group Sales at the Space Needle. For the Chihuly Garden and Glass Events Folder, we needed new, more dynamic photos of the Exhibition itself, and to curate and photograph common private events setups within the Glasshouse and Garden. This required booking the venue itself, selecting and renting furniture and linens, hiring photographers, renting a boom lift, coordination with catering, hiring a food artist, and even a hand model.
 
I personally art directed these photoshoots, directing the photographer both with a shotlist beforehand, as well as during the actual shoot. During these shoots I was in close contact with the Exhibitoin facilities team, the chef we had assigned to us in catering, and the events team themselves to assure everyone had access to what they need to take the best photos possible.

8 Photoshoots
6 Photographers
2 Models
2 Event Rentals
2 Chefs
1 Food Artist
1 Event Planner
1 Boom Lift

I selected photos and laid out the following folder, assisting in headline and copywriting. Could not be more pleased with the outcome of all this teamwork. The photos a look and feel similar, and make the venue and Exhibition look to be an one-of-a-kind experience.

It was more of the same teamwork and expert coordination to make this double-sided flyer for the Space Needle. Some interesting backstory of my time at the Space Needle, was when I started, they didn’t actually have any of their own photography. They only had stock photo purchases, and two or three photos they had taken over time for various reasons. Another fun fact that some people don’t know, is the Space Needle is a trademarked building, requiring permission to use images of it that feature it prominently. Knowing this, if we can photograph the Space Needle in ways the average person can’t, our photography can really stand out.

To meet that goal we hired a photographer and helicopter in April, for blocks of photoshoot dates in the summer when we have nicer weather. We conducted two separate helicopter shoots, one around the morning sunrise and following daylight, and the same for sunset into the following night. Because of the seating of the helicopter I was not able to personally oversee these flights and photoshoots, so a shotlist and detailed conversations of about look and feel and purpose were had beforehand.

7 Photoshoots
5 Photographers
8 Models
3 Chefs
1 Event Rental
1 Food Artist
1 Event Planner
2 Helicopters

Along with helicopter shoots I had to coordinate for interior photographs of the Observation Deck, interactive experiences, retail shop, and photo experiences. Again we setup a private events photoshoot on the Skyline Level much like we did for Chihuly Garden and Glass.

I designed the following flyer with our new standout photos and assisted in writing headlines and copy.