On all of these ad sets, I art directed the photographer to create the image needed, making sure the shots were executed in the distinctive Chegg visual style. After reading the brief and copy, my process started with sketching visuals that would best tell the story for the ask: for example, students displaying stress, humor, urgency, defeat, relief, et cetera. Working with the creative director, I edited sketches and mocked up ads until approved. I then communicated my direction for the shot to the photographer, who would send me updates and preview shots from them from the photo shoot. Once we had our hero image, I photo retouched it to match Chegg's style. Finally, I produced the complete ad set.
These ads show my art direction. The raw image from the photographer and my photo retouching results are shown above. My mock-ups for one ad, submitted for creative approval, are vignetted below. Once approved, I produced all of the different sized ads in the ask; these are also shown below.
These are additional art direction samples. Above, see the starting image on left (which I edited), and my photo retouching results on right. Below, see the ad mocked up for creative approval. Once approved, I produced all of the different sized ads in the ask, shown further below.
More art direction samples are shown here. Above, see the raw image from the photographer and my photo retouching results. Below, see the ads that I produced for this ask.
These are further art direction samples. The raw image from the photographer and my photo retouching results are shown above; the different sizes of ads that I produced for this ask are shown below.
