Brittainey Sieren

For this story I was the photo shoot art director and designer. This story highlighted rope decor projects. I created a unique title for the layout by cutting the letters from cardboard and then hot gluing twine around the cardboard. I then photographed the twine letters on the blue background so the letters would have a natural shadow. I also made the decorative flourishes from coiling twine and gluing it to cardboard circles of various sizes.
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I conceptualized this layout and art directed the shoot. The goal was to convey the decorating style of "Simple Glamour" with drop outs of Lowe's products and a background that supported the style.

Santa's Workshop Art Direction - This layout is from the winter 2011 issue of Lowe's Weekend Projects Magazine. The objective of this spread was to highlight the launch of a new line of Rockwell tools. I wanted to take a departure of the standard drop-outs on product pages, so I came up with this idea of Santa's work bench. The setting makes more appealing than if they were just two-dimensional cutouts.
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Counting Sheep Photography Conception - I conceived the photography direction for the opener of this layout. The story showcases night lights that illuminate jumping sheep. I thought a child's bedroom would be an appropriate background for the project. One major thing I had to consider when composing the shot was how to give the small project enough attention while placing it in a setting. I worked through the angle options and selected the props and model. The end result was a stunning photo that really makes the project shine.
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I executed the photography planning, art direction and design production of a monthly tear sheet and web deliverable program centered around easy projects kids and parents can make together. For photography I would coordinate models, locations and props. Sometimes the projects required a stencil for completion so I used Illustrator to create the templates that would be downloaded from the Web.

On top of directing the photography and design, I illustrated the play food can labels that are a free download at http://www.lowes.com/creative-ideas/kids-and-baby/play-food-for-a-kids-play-kitchen/project