While at the Kansas City advertising agency Barkley, one of my clients was Helzberg Jewelers and this was one of their holiday catalogs.
The top images, “Inside” and “Out”, are my original mood boards that I presented to the client. My concept was to have half of the book represent the warm feelings that winter and the holidays bring. While the second half of the book would highlight the magical icy wonderland that nature brings at winter.
Once this concept was chosen, each spread had to be carefully planned out according to our shot list. I worked with a production designer to complete each spread. Once client-approved, these pages were given to our prop stylists and photographer.
I met with the stylist in New York and approved the props as well as art directed the photo shoot. The last image shows the final center spread, where inside meets outside, of the 56 page catalog.
Concept // Design // Photo Art Direction