CVS
Project management | Client management | Color Style | Retouching Direction | Digital Asset Management Strategy | Financial Tracking
As long term collaborators, my team became an integrated partner on retainer for all of CVS’s post-production needs, working on many kinds of imagery, encompassing lifestyle, in store, beauty portraiture, product, corporate communications, and executive portraiture.
CVS Beauty
CVS is uniquely situated as a company that can provide basic healthcare services with a physical presence within a 5 minute drive of most Americans. In an effort to elevate their brand and tell their story visually, they need unified imagery that maintains an authentic and human feel and looks great with their design system.
I had the privilege of guiding IDW Post in creating & defining the CVS color style and acting as the central team for all imagery to flow through for consistency from disparate sources - many photographers shooting both commissioned & produced photo shoots, AP assignment shoots, event photography, and more.
The imagery we see in advertising impacts our mental health and self image, and we all have a responsibility to avoid perpetuating impossible ideals of beauty. Drawing on their commitment to the holistic health of their customers, CVS introduced their Beauty Mark standard, a bold creative decision not to allow beauty retouching on any of their photography. Skin & hair are left natural, including scars, stretch marks, balding areas, wrinkles, and grey hairs.
At a leadership level, I helped my team adjust to the Beauty in Real Life standard & find the boundaries between respecting natural beauty & strengthening an image through strategic, thoughtful retouching updates.
CVS Product
The CVS retail inventory spans hundreds of brands and products. My team worked alongside product marketers to align post-production across product imagery ranging from national promotions to original photography for exclusive store brands.
Efficiency is key when it comes to large volumes of product photography used for e-commerce and marketing. I managed all product imagery retouching, finding efficiencies and cost saving alternatives and setting up automated processes, all while maintaining a high bar for quality and consistency and handing off layered PSD deliverables for integration into layouts. Production went smoothly and quickly, giving CVS exactly the assets they needed to promote their offering.
Brand Library
A photography library has value only if the images can be found. As systems thinkers, we supported the CVS DAM team in developing and documenting metadata hierarchy & upload workflows to put visual assets at the fingertips of teams across the organization.
Photographer credits: Gus Butera, Magdalena Wosinska, Gabriella Angotti-Jones, Associated Press, Beth Sternbaum, the Kaplans