When I joined Modern Sprout, they had a very sparse catalog of lifestyle images. As we ramped up marketing across many channels, it was clear we needed a richer library of images that we could add to regularly at a low cost. I created a brand guide of lifestyle imagery to show Modern Sprout as a trend-setter in the home decor space, while appealing to a wide range of customer aesthetics. In a time when much lifestyle content is AI-generated, it was important to create something real and authentic. I engaged lifestyle photographer Heather Talbert, and together we held a series of short photo shoots that generated a ton of content for the brand. Sometimes we worked with an outside stylist, other times it was just Heather and me. We also used the shoots as an opportunity to capture digital clips to be used for feature organic social content and digital ads.