A heartfelt photography series for Vistaprint, capturing the real hopes, fears, and dreams of small business owners. Shot across multiple international locations, this project aimed to showcase their journeys in a raw, relatable, and visually compelling way.

Objective
To shine a light on the humanity behind small businesses through genuine, unpolished photography that connects with people on a personal level. The goal was to create a visual story that feels honest and inspiring while reinforcing Vistaprint’s commitment to supporting entrepreneurs.

My Role
I led this multi-year global project with an annual photography budget of $900k, directing shoots in cities like Boston, London, Barcelona, Berlin, Los Angeles, New York, Nantes, Savannah. I partnered with some of the most talented photographers in the industry, collaborating to capture the authentic essence of each business owner’s story while staying true to Vistaprint’s brand identity.

Style Guide
I developed a photography style rooted in natural light, warm tones, and candid moments. Each shot was designed to feel intimate and authentic, with minimal post-production to preserve the raw beauty of every frame.

Visual Identity
The imagery balanced a documentary vibe with a modern, polished aesthetic—real stories told with a creative, human touch. It was about celebrating the unique, imperfect details that make every business and its owner special.

Photography Direction
I focused on capturing honest, unscripted moments—whether it was a quiet pause, a burst of energy, or a fleeting expression. These snapshots of reality were all about showing the passion and perseverance behind every business.

Impact
This series brought small businesses to life in a way that felt personal and relatable, building a stronger emotional connection between Vistaprint and its audience.

By collaborating with world-class photographers and working across multiple global locations, we created a project that felt as diverse and inspiring as the businesses we showcased.