As part of a high-scale omnichannel expansion, the in-house agency at Dollar Shave Club was tasked to create new brand photography coinciding with the refreshed brand identity developed by Turner Duckworth.

My task as the sole art director of this project was to conceptualize imagery that evoked a more sumptuous lifestyle aesthetic, to contrast perceived lower-quality connotations of the brand due to its name. I led in creating moodboards (via competitor and trend research), casting models, and creating extensive shotlists, as well as assisting in interviewing photographers and scouting location for lifestyle shoots.