I was brought in as a freelancer to lead art direction and styling for the relaunch of the Fairmont Store e-commerce platform for Spring 2024. The creative brief called for imagery that expressed Fairmont's signature luxury in a way that felt approachable and lived-in, translating the brand's timeless elegance into the comfort of home.

The shoot took place over several days at a rented house, spanning 7 rooms: two bathrooms, three bedrooms, a living room, and kitchen. Working within a furnished space meant editing and restyling each room to fit the creative direction, removing or repositioning existing pieces and dressing the environment with the collection. A key production challenge was managing the sequencing of the shoot — several products appeared across multiple rooms, so I had to plan placement and transitions carefully to minimize setup time and keep the shoot on schedule as product deliveries landed throughout the process.

Each composition was styled to feel warm and refined while also accounting for the practical demands of e-commerce. I worked closely with the Fairmont marketing team to ensure assets were optimized across their full channel mix, accommodating various formats for banners and social, and leaving space for post-production graphics. The final asset suite covered Fairmont's in-house collection of robes, bedding, towels, and scents, as well as third-party lifestyle products such as Obakki ceramics, Lot 35 teas, and Le Labo bath and body.