Seedling Soda Co. is an organic, small-batch soda brand rooted in California farm culture — playful, fresh, and distinctly independent.
As Art Director of Photography,
I led the visual direction for this shoot as part of Mailchimp's first cohort of fictitious brands, a production that helped set the creative and quality bar for the entire library.
"The light refraction aesthetic that defines this brand came from the decision to protect creative exploration on set."
The brief called for a direct-to-consumer food and beverage brand that was founder-led. The team leaned into an exploratory, Gen Z aesthetic, with the product photography setting the bar for creative exploration on future shoots. I worked with Albrica, the photographer on my team, whose experimental approach to light I recognized and wanted to lean into, intentionally scheduling exploratory time on set to give her space to push the light refraction aesthetic.
The result was a photography library that other teams at Mailchimp referenced and drew from, including the campaigns team that used our shot lists and production framework as the foundation for their own shoots — an independent validation that the system we built actually worked.
