During my time at Boston Conservatory at Berklee, I have art directed a variety of photo shoots to provide new imagery for enrollment marketing, paid social advertising, google advertising, print advertising, and promotional materials across a variety of platforms. Since 2017, I have worked in collaboration with photographers to create a unique “spotlight aesthetic” signature look for BCB’s visual brand. The spotlight conveys vibrance, richness (depth), drama, and prestige. In addition, the bold colors perform well in ads because of their pop, and create a beautiful canvas for the incorporation of graphic elements. This setup works particularly well for advertising because of how well it lends itself to solo performance.
The most recent shoot in 2024 was the first collaboration effort between Boston Conservatory at Berklee and Berklee College of Music. My role was concept development, art directing, and logistics planning. The art team included myself, the creative director, 2 photographers, 1 videographer, and lighting crew.
GOALS: create a potential shared visual language to pull from for BCB and BCM co-branded and institutional pieces, more colorful imagery and video for social advertising and environmental graphics around campus, capturing video, for use in various digital ads and TikTok reels, capturing students on stage, with an updated, colorful / spotlight aesthetic.
Photographer Dave Green was the front spotlight angle:
Photographer Kelly Davidson was the floater and took various different angles during the same shoot:
Videographer Pamela Hersch’s highlight reel:
Since 2018 I have collaborated with photographer Dave Green to bring my ideas to life and showcase our students in a striking and unique way. This gallery below is from various shoots between 2018–2020.
