Seasonal Campaign - Case Study

Foxtail Coffee Co. operates 100+ retail locations across the east coast. When I joined as Art Director, there was no creative infrastructure, no visual system, no photography standard, no campaign brief process, and no documented handoff between design, marketing, and operations. I built the creative function from scratch. I established a brief framework that governed every shoot, sourced and managed the brand's dedicated photographer, and directed product photography across drinks and food on a structured 8-week timeline. The Fall drink campaign was one example executed under this system, covering new beverage launches, print, social content, and digital assets. I set the visual direction, wrote the shot list, directed the shoot, and oversaw asset delivery through my team across every channel. The result: consistent brand photography at scale, a repeatable system, and a creative team with clear scope.