Lifestyle Photo Direction

Below are selected images from two lifestyle photoshoots I directed for circadian lighting brand, Brilli Wellness Lighting, a $90 million dollar-backed start-up. These images highlight Brilli’s circadian lighting benefits—energy and focus (Charge Up), relaxation and sleep (Wind Down), and balance (Get in Sync)—driving brand awareness during COVID-19.

The Ask

As the brand’s Creative Director, I was responsible for visualizing and capturing the core brand story through all imagery, including lifestyle. When I joined, Brilli had not yet captured any proprietary lifestyle images and was utilizing stock images.

The goals of this project were to elevate brand awareness and create educational visual assets that clearly demonstrated the product's key features and, most importantly, health and wellness benefits, in an aspirational yet relatable setting. This involved meticulous set and style design, talent direction, and post-production oversight to ensure every image served as a powerful tool for Brilli’s marketing strategy and omnichannel uses for these images.

Approach

I concepted and storyboarded lifestyle imagery showcasing Brilli’s “wellness-from-home” lighting across two locations—a Soho apartment and a California home—each tailored to distinct customer personas. I partnered with photographer Dabito for the California shoot, providing creative direction, moodboards, and shot lists to capture the mood, focus, and relaxation benefits of each product line, and worked directly with photographers on-site at the Soho location in NY.

Results

These images, which were utilized in an omnichannel brand refresh, media and retail partner pitches, helped to deliver:

• 1000%+ increase in annual sales YoY (2020 vs 2019, per annual financial reporting)

• New retail partnerships with Target and Home Depot, online and in 1500+ stores

• 21% higher click-through rates on Facebook display ads

• Earned media in People, Forbes, and Prevention as of 2021