Zulily Photo Art Direction
Over my time at Zulily, I led the photo (and design) direction for Zulily’s onsite seasonal branded campaigns. After defining each shoot’s direction and setting a detailed pre-production guide, I oversaw casting, photography, styling, and led designers to bring each campaign to life. A large part of this role was partnering with site merchandising to ensure on-trend and high-demand product could be featured in campaign imagery, while laddering up to the overall art direction of each campaign and staying relevant to the target market—early stage moms with children under the age of 12.
Holiday 2023: More Merry
Zulily’s Holiday 2023 campaign featured bold, joyful images focused on showing families expressions of joy during the holiday season. To bring “More Merry” to life, we used active poses, shot for candid moments and looked for ways to infuse energy through styling and image cropping. The neutral color sweep and clear, bright lighting kept the focus on our models—highlighting the joy and merriment of the season through facial expression and movement. This styling trickled down into product photography as well, where samples were shown in action on-model when possible, and otherwise laid out in arrangements that felt of-the-moment.
Mother’s Day 2023: For All the Moms We’ve Ever Loved
Mother’s Day 2023 at Zulily was dedicated to every kind of mom: stepmoms, traditional moms, mothers-in-law, grandmas, and all the mom figures who have loved and supported us. Having a mom and being a mom is not a one-size-fits-all scenario, so we worked to highlight the diversity of motherhood in an authentic, fun and inclusive way. This meant capturing images that showed real connection between mothers, mother figures (aunts! mothers-in-law! sisters!) and children. Photo sets and backgrounds were kept neutral to keep emotion and movement at the focus, but images are accented with bright color pops in clothing and accessories. Because connection was at the forefront of this campaign, most product photography was shot on-model. The campaign for Mother’s Day 2023 drove $15.8 million in demand.
Organization Week 2023: Reorganize & Refresh
Zulily’s Org Week took place each year from January 1 to the 15th, with the goal of getting the customer excited to refresh and reorganize their home in the new year. In 2023, we took a fresh, clean and tidy approach to Org Week, keeping aligned with a spring campaign that was running on the homepage at the same time. We used warm light and a warm-leaning neutral palette to give life to otherwise sterile scenes. Restrained pops of color in styling and accessories added hits of energy as well.
