Art Director | Print & Creative Design Manager | Brand, Catalog & Packaging | Generative AI
I art direct FootJoy’s catalog and lifestyle photography: on-model shoots on course and in the studio, plus the product laydowns. I plan each shoot from a shot list so one day covers the catalog, the website, email and social, and our international teams get images they can use in their markets too.
Each season I lay out and produce FootJoy’s B2B apparel workbook, now about 150 pages and printed in runs of 10,000+ for our reps and accounts. I set up the page system so buyers can find a product, see the technology behind it and see how it styles, then hand the files to our international teams to adapt.
Field & Flint is FootJoy’s heritage line. We brought in an outside agency to give us a fresh perspective on the concept, and I worked with them to shape it, then took the brand over as its sole owner. It launched with our top accounts and has grown every season since. When we launched a Field & Flint showcase page on footjoy.com ahead of ecommerce, I worked with our ecommerce optimization manager on it, briefing him on the brand guidelines and imagery so it matched everything else the brand puts out. Each season I direct the roughly 100-SKU apparel edit and the shoot, which we now run in-house, and design the 36-page lookbook through to print.
Head-to-Toe was FootJoy’s first brand-level seasonal look. I brought the B2B side to life with stills, video and its first 30-second spot. On the fall men’s shoot I art directed the on-course day, working from shot lists built to cover everything we needed, from FootJoy’s emails and website to in-store graphics for Dick’s Sporting Goods and PGA Tour Superstore. Back in the studio, I directed the product laydowns, building compositions that highlight material, texture and layering, so every asset works across catalog, D2C, email and social.
Quisque iaculis facilisis lacinia. Mauris euismod pellentesque tellus sit amet mollis.