Capturing the Visual Narrative
Little Giraffe, a purveyor of luxurious blankets since 2000, required a visual identity that reinforced their position as a trusted source of unmatched comfort and understated elegance. Through my art direction, the 2024 lifestyle photoshoot aimed to capture a narrative of coziness, quiet luxury, and timeless elegance while focusing on two main themes: Little Giraffe is LOVE and Little Giraffe Gifting. A key objective was to maintain a cohesive brand image, ensuring new imagery seamlessly integrated with existing photography. This approach was crucial as the business's core offerings rely on enduring appeal, allowing imagery to be utilized effectively for an extended period. Every element—scene, props, models, and apparel—was carefully curated to resonate with discerning parents and adults looking to wind down at the end of a long day. The photography was then implemented across all brand touchpoints.
Photography: Mary Horne Nelson
ROLE
Art Director
Creative Director
Senior Designer
SERVICES
Photoshoot Creative Direction & Post Production
Digital Media
Little Moments of LOVE
For 'Little Moments of LOVE', the objective was to capture authentic, unscripted moments of familial connection. Art direction focused on creating a sense of natural intimacy as if observing genuine interactions through a window. The emphasis was on embracing the beauty of imperfection, highlighting the messy yet loving reality of family life. To visually enhance these scenes, color was strategically incorporated through props, product placement, and subtle wardrobe choices, adding vibrancy to the candid narrative.
The Gift of Comfort: Little Giraffe Gifting
The 'Little Giraffe Gifting' theme explored the emotional journey of gifting, from presentation to enjoyment, without relying on overt holiday imagery. Art direction focused on subtly alluding to the gifting experience through strategically placed gift wrapping and curated environments rather than prominently featuring wrapped presents in every shot. The aim was to capture the enduring joy and comfort that Little Giraffe products bring as cherished gifts.
