Challenge:

Rather than relying on stock, our team realized it was time to invest in creating unique, ownable content that represented the art direction of our brand: authentic, relatable images that felt like real people in the in-between moments of their lives, showcasing positive therapy outcomes.

Solution:

• We collaborated with Newfangled Studios to shoot a set of custom photography, shot on the same production day as our first CTV commercial. Over virtual meetings, we carefully defined our creative direction, made decisions on talent, locations, set props and wardrobe, and aligned on a moodboard of reference images.

• I took the lead in art direction of the photography on the Octave team, so our ACD could focus on the CTV spot. Under the guidance of our Head of Design, Ryan Ford, and ACD Sarah Flores, I provided real-time feedback and support on set, tapping into my photography background.

• I managed the feedback and revision rounds and direction of post-production editing style.

Results:

• Our custom photography performed consistently better than stock imagery alternatives overall in a user preference test. With these findings, I set up and documented a strategic implementation plan to replace stock photos across our website with high-performing and relevant images from our custom shoot.