We all need more content, always. In the digital landscape facing brands today, it’s challenging to have enough content to speak to your customers across different channels in different ways. Add to that, supply chain and logistics issues, and it’s become more and more unpredictable what product will launch when.

To solve for the sheer volume of content needed and the logistics hiccups we all face, brands need to shoot more frequently and more strategically but keep their spending to a minimum. In other words, they need content that will connect with their audiences across channels and perform, but not be too expensive to produce on a monthly basis.

There has never been a more exciting time to be a creative director and art director for brands + e-commerce. Specifically, in the e-commerce world, the traditional ideas about “industry standard” are changing, and brands have the opportunity to bring more creativity + storytelling to all of their imagery across their whole brand. That means e-comm imagery is about to get a lot more fun and functional. I joined Lindsay More Nisbett, the founder of The Line Studios, in conversation about e-commerce creative and changes happening in the industry.

As a Creative Director, my objective is to develop distinctive shoot direction for each unique collection, ensuring that each image resonates with the audience and that each piece of the collection has its story told beautifully while making sure the new creative continues to embody the essence of the brand season over season.

I also focus on creating a cohesive and robust strategy for a brand's visual language, ensuring consistency, authenticity, and emotion, no matter the touchpoint with the customer.

The world of e-commerce has a lot of challenges these days. With competition between brands, supply chain (read: in stock & merchandising) issues, and shrinking budgets, we need to create more content than ever but we need to create it with less money and resources.

To solve this problem, we need to create more strategically, at scale with assets that perform across channels- from the homepage to emails to organic social to paid social, and every moment in between.

We are rewriting the rules for how women get dressed at M.M.LaFleur.

Luckily for us, our customer is both ready to spend and asking what to wear. We’re answering her questions and re-introducing ourselves at the same time. We’re rewriting all of it; what workwear is, who we are, what the rules of the road can be. We get to own the narrative - defining formalities, outlining investment pieces, and delivering an energetic new version of “the basics”.  We’re experts in this space, and we will show her that with thoughtful, charming guidance on how to dress like the woman she wants to be.