As a tech company selling a tech product, Mailchimp needed stock photography that was distinctly its own with the ability to stand out in the marketplace. Building a library that felt genuinely on-brand rather than generic stock was the goal from the start — solving that creative problem took many iterations and five years of aesthetic development.

I led this library in close collaboration with a lead designer, developing shot lists, selecting photographers, and providing art direction across lifestyle contexts, product-focused compositions, and in-use scenarios.

Device photography needed to integrate seamlessly with broader shoot libraries — pulled into a campaign, it had to belong. We proved the concept by building it into Fictitious Brands shot lists first, and once designers and creative leadership saw how device photography completed each brand's narrative, it became standard on every production.

The library grew to 150+ images across seven productions, providing foundational product imagery used across Mailchimp's marketing channels from 2020 to 2025.