Photo Process
Optimization
INCREASED PRODUCTIVITY 30-40%
Eliminated hours wasted chasing assets, unnecessary retouch requests, and confusion. Improved image optimization workflows to meet best practices in display ad design and current templates.
At Macy’s currently 80% of the job starts as print first.
Image are optimized for print experience. This creates issues for digital teams that need to use that assets from site to media.
Example of direct from print no retouch for digital
Example retouch needed for digital
Digital teams are slowed down with looking for approved final select, asking for final color correct, and needing request retouch background of arms legs, and hair if it has been cut off.
If the final selection doesn’t work for display designers can pick alter but there is an approval process with marketing and lead creative campaign creatives.
I came up with a simple optimization of standards to make assets for all digital partners.
Setting standards
Shot Square
No cropping of body if possible
Images should be group close
More vertical then horizontal
Shot center
Product shot should be simple and now more then 3 items
Be aware of background
Shot with lots of padding around product
We use images at 3000 x 3000 150 mb tiff as a base for digital.
