Art Direction for Tractor
Art directed all photoshoots for the Tractor rebrand on a monthly basis, owning the visual storytelling from location and casting through to final edit. The goal was a cohesive, versatile library of imagery that could work across every brand touchpoint.
Art directed every photoshoot for the new rebrand on a monthly cadence, setting the creative direction and ensuring each shoot built on a consistent, evolving visual language.
Led location scouting, photographer selection, lighting, and storytelling, shaping the mood and narrative of each shoot before anyone arrived on set.
Worked closely with the photographer on casting models, sourcing props, and staging scenes, making sure every detail in frame supported the story and the brand.
Oversaw editing and post production, guiding color, retouching, and final selects so the imagery stayed polished and unmistakably on-brand.
Found unique angles and compositions built for multi-purpose use, capturing photography that could flex across packaging, digital, social, and campaign needs from a single shoot.