Selected work / Cuisinart

A new look for
the digital shelf.

Helping refresh Cuisinart's ecommerce presence across Amazon, Target, and Walmart through warmer photography and clearer product storytelling.

Explore the ecommerce work

A hand switches on a Cuisinart kettle in a warmly styled kitchen — Finished shoot photography / Everyday use, brought into focus

My role: Associate Creative Director
The Marketing Store
My focus: Pre-production planning
Set & photography direction
The project: Retailer ecommerce refresh
Amazon, Target & Walmart
From planning to production: Studio direction book
On-set creative collaboration

The opportunity

Show the product.
Make its value clear.

Our team was refreshing Cuisinart's ecommerce pages. New photography would help elevate the brand while showing shoppers how the products fit into everyday life.

The shoot needed to build on the existing image library and fill specific gaps. With limited shots allocated to each product, every image needed a clear job: reveal a feature, show an action, or explain ease of use.

I created the pre-production book to give the studio direction and helped lead the look and feel of the sets and photography. I also joined the team on site to help carry that direction into the shoot.

01 / Before the camera

A clear plan.
Room for good creative.

The pre-production book connected the desired brand feel to the practical decisions the studio needed to make.

I brought together set direction, lighting, props, wardrobe, and product coverage in one working document. The aim was a warm, elevated look with natural interaction and clear product visibility.

Two kitchen settings and an outdoor environment gave the team a shared foundation across the product range. The book also organized products by set to support shoot planning.

Working pre-production book showing kitchen set references and studio direction — Set direction / Kitchen reference
A warm, lived-in kitchen.
Cream surfaces, natural-looking light, and simple food and prop styling, with the product kept in focus.

Working pre-production book showing outdoor set references and studio direction — Set direction / Outdoor reference
An invitation to gather outside.
Wood and turf, daylight, and relaxed entertaining cues to give product features a natural setting.

Set references from my working pre-production book. Select an image to see the original direction page. Reference imagery is planning material.

02 / On set

Warmth in the setting.
Purpose in the frame.

I helped guide the set's look and feel and collaborated with the studio team on site during the photoshoot.

Cuisinart basting brush and stainless steel pot beside ribs on an outdoor table — The product in its setting.
Finished shoot photography / Product context and scale

Hands washing a Cuisinart curved grilling tool under running water at a kitchen sink — Useful details, in action.
Finished shoot photography / Cleaning and everyday use

Selected finished photographs from the shoot. Art direction was a team effort; the studio team produced the photography.

03 / The digital shelf

A stronger image.
A more useful page.

The photography became part of retailer content that paired the brand's visual direction with practical product information.

Lifestyle images introduced the products in use. Feature modules made benefits visible, while how-to content helped explain the experience beyond the initial product shot.

Griddler® Indoor Grill & Panini Press GR-11NAS

Selected ecommerce creative / Open any image for a closer look.

The practical details

From inspiration
to understanding.

How-to sequences and product callouts gave the photography a role throughout the page, across desktop and mobile layouts.

Desktop ecommerce module showing four steps to use the Griddler — Desktop / Step-by-step use

Mobile ecommerce module with four photographs explaining setup, cooking, and serving — Mobile / The same useful story

Cuisinart Griddler feature module with product photography and six benefit callouts — Griddler / Feature overview

Cuisinart charcoal grill feature module with product photography and feature annotations — Portable grill / Feature overview

My contribution

The brand intention,
carried through.

This work connected creative planning with production and the needs of an ecommerce shopping experience.

Give the studio a clear direction.

Created the pre-production book, translating the desired brand feel into guidance for sets, lighting, styling, and product coverage.

Stay close to the shoot.

Helped lead the sets' look and feel and photography direction, working on site with the studio and creative team.

Connect the images to the shopper.

Worked within the team refreshing retailer ecommerce pages, where the new photography supported feature stories, product demonstrations, and how-to content.

What this work shows

Creative direction
with the whole experience in view.

A brand's look needs to hold together from the studio brief to the product page. This project reflects how I give creative work a clear purpose, collaborate through production, and keep the customer's needs in view.

Agency: The Marketing StorePre-production book: Heather HarshmanArt direction: Heather Harshman & TMS creative teamPhotography & production: studio teamBrand & product assets: Cuisinart

Keep exploring / McDonald's Happy Meal

TinyTAN.

Back to all the work ↗

A new look for the digital shelf.

Show the product. Make its value clear.

A clear plan. Room for good creative.

A warm, lived-in kitchen.

An invitation to gather outside.

Warmth in the setting. Purpose in the frame.

The product in its setting.

Useful details, in action.

A stronger image. A more useful page.

From inspiration to understanding.

The brand intention, carried through.