HelloFresh Photo Studio Direction
The Challenge
HelloFresh’s photo and video production lacked coordination across two locations, resulting in inconsistent work that wasn’t scalable. The challenge was to unify these efforts and build a best-in-class content studio to support the company’s growing needs.
The Approach
I directed photo and video production for all five HelloFresh brands, recruiting a cohesive team, establishing photography guidelines, and managing studios in NYC and Boulder, CO. I also led the buildout of a 10,000 square foot studio in Industry City during the pandemic, completing it on time and under budget. To further elevate our output, I established an Innovation Lab that expanded both performance and branded content capabilities.
The Results
These efforts resulted in scalable, exceptional work that set new standards across the company, empowered the team with valuable training and resources, reduced overhead by 20%, and increased set capacity by over 200% YoY.
My role: Associate Director, Studio Operations
Final Studio, January 2021. Budget: $1M, 7-month build.
Studio During Construction, June 2020 - December 2020.
Photography Leads
Emily Dryden, Gillian Stippa, Kori Livingston, Jade Anderson, Daniel Brennan