Dream Book.
Every year, Hallmark creates a catalog to showcase hundreds of new ornaments for the holiday season.
I lead the way in developing and implementing the theme of this Dream Book catalog: Paper Wonder.
My theme called for using paper-cut props to style all product photography in this 100 page book.
I partnered with Hallmark’s photo studio (along with several other amazing team members)
to bring the holiday scenes to life.
Process.
The creative process involved creating and sending licensing-approved linework files to the laser printer. Once the lasers were done, (my awesome) team members spent time popping out the cutout shapes to be used by the photo stylists for each unique ornament shot (shown below). I directed each shot and was on set to guide the creative vision.
Responsibilities.
Creative Direction of Catalog
Photography Direction
Catalog Organization and Catalog Design
Partnerships.
Hallmark Photography Studio
Hallmark Photography Retouch Team
Hallmark Editorial Team
Hallmark Production Team
Licensing Teams (Internal and External)
Tools Used.
Adobe InDesign
