The Holiday Toy Catalog is an annual gift extravaganza. Since the first year the catalog was sent out to customers, I’ve had a hand in its creation. From layout and page design, to photo art direction, to casting and wrangling kid models, it’s a new adventure every year. In 2022, I provided concept and art direction for thirty plus editorial images, which we shot in studio and on location. As lead art director on the project, I focused on inclusivity in casting and diversity in play.

My role

• Concepting

• Photo art direction

Deliverables

• Photography for print catalog

• Onsite traffic drivers