Campaigns, a team and mountain photos.

I hired and trained the team and set up its processes. It included product photo retouchers. With them I looked for new retouching methods and turned repetitive steps into scripts, Photoshop actions and automated file management. File handling became roughly 90% faster.

When I joined, the brand communicated with photos from a park. They were dated, without emotion or adventure, and didn’t sell the main reason people buy outdoor clothing: time in nature and exploring. I set up the switch to new photo content and with it a change in the whole visual communication. We defined a new visual direction, found photographers and started productions out in nature.

On those productions I gradually learned to shoot myself and eventually photographed eleven productions, mostly in the Dolomites, the Alps and the Tatras – all alongside leading the team.

Nordblanc had two seasons a year, spring and winter, each with a new collection. That made 20 campaigns a year. For each one I designed the key visual and much of the production for all channels: social media, Google Ads, Amazon Ads, web banners and in-store print.

Park photos turned into mountain productions. In four years I shot eleven productions, created key visuals for 20 campaigns a year and, with the team, made file handling roughly 90% faster.