As an art director, I often had to take a brief and develop a rationale for the product promotion, aiming to accentuate the product features and generate sales, as well as to promote client's image on the market, and increase their market share. For each photo shoot, I developed concept and presented to client through rationale/moodboard, then progressed to scamps, props and model sourcing and finally working with the photographer on the shooting day to produce the best result.