For this version of the Kindle Paperwhite, I started out as the lead designer and assistant art director, helping establish the creative direction for the entire project. We went with the concept “Escape the Everyday”, positioning the product as an aspirational yet attainable travel friendly device. We decided to shoot in lively and eclectic locales, seeking out unique reading nooks that highlighted the key features of the product (waterproof, Audible integration, backlight).
Once this creative direction was locked, the lead art director left the team, and I took his place. With creative director Julia Finch’s oversight, I completed the shot list and created the mood boards for props and wardrobe, as well as selected talent and locations. We worked closely with the video director Brandon Kapelow to establish storyboards and a production team called Revery to coordinate the shoot logistics.
Production took place over one week in both Portland and Los Angeles. On set, I art directed all the photography (captured by Jack Strutz). After the main production had wrapped, we did a one day studio shoot in Seattle for promotional photography.
