Williams Sonoma

Role: Role: Art Direction, Concept Development

Team: Photographers — Eric Herrmann, Abby Sherman, Rachel Duff
Creative Production Agency: XYZ

Channels: Web, Print, Packaging, E-commerce, In-store

Williams Sonoma is a leading American retailer of premium cookware, appliances, and home furnishings. Our collaboration spanned web, print, and packaging initiatives, where I directed photography, 3D renderings, and retouching to bring the brand’s products to life.

Before production, I developed concepts for the original photography, thinking critically about how to showcase new products by highlighting their functionality, prints, or unique curvature. I mapped out shot lists, created mood boards, and aligned with the Williams Sonoma team to ensure the creative direction supported both storytelling and project goals. Once on set, I guided photography, balancing clarity of use with the brand’s elevated aesthetic.

For products not available to photograph, I art directed photorealistic 3D renderings, ensuring visual consistency across all channels. Beyond production, I supervised the retouching process, reviewing, marking up, and collaborating closely with retouchers to maintain Williams Sonoma’s sophisticated brand standards.

The final assets were featured across multiple channels, serving as hero imagery for packaging, print promotions, in-store advertising, e-commerce product photography, and Williams Sonoma’s digital catalog. This cohesive library of visuals elevated the brand experience while ensuring a consistent look and feel from the shelf to the screen.