I art directed the photo illustration on these ad sets. Making sure all aligned with the distinctive Chegg visual style, I utilized both custom and stock photography. My process began with reading the brief and copy, then sketching visuals that would best tell the story for the ask: for example, whimsical or impactful items to communicate messages of stress, humor, urgency, defeat, relief, et cetera. Working with the creative director, I edited and refined the sketches, launched into editing and development, then finally refined the shipped visual, with stops for approval along the way. I frequently mocked up ads with the in-progress visual as a method of gaining its approval. Once approved, I launched into production of the ad set. The final ads - shown here - were rolled out as banner ads across multiple website properties and ad networks.
These ads showcase my art direction. The images above display my process from concept to creation; in this case, for an agonized face and math visual. Once the initial concept was approved, I directed a staff artist with a great pen and brush style to render the face and equation, while I shot the notebook image. My first draft featured on-brand colored tabs; the shipped visual included finished photo retouching and compositing. Once the visual was approved, I produced all of the different sized ads in the ask.
These ads show my photo illustration art direction. My process starts with concept sketches, editing and refining to first draft, then photo retouching and compositing to create the finished, shipped visual. After the visual is approved, I produce all of the different sized ads in the ask.
These ads show my photo illustration art direction. My process starts with concept sketches, editing and refining to first draft, then photo retouching and compositing to create the finished, shipped visual. Once the visual is approved, I produced all of the different sized ads in the ask.
My photo illustration art direction is highlighted in these ads. As I previously mentioned, my process starts with concept sketches, moves on to editing and refining, then photo retouching and compositing. Once the finished, shipped visual is approved, I produce all of the different sized ads in the ask.
