The company needed support refining both usability and IA across its product-focused web presence.
Content Production, Flash Photography, Editing
Shadows & Spirits: Hotel Jerome
2024
For Launching Brand, we developed a brand strategy that could stand toe-to-toe with century-old luxury names, while establishing a clear voice in the EV space. Our approach combined Scandinavian design sensibilities with a strong commitment to sustainable innovation.
Objective
To execute a high-end photography session capturing the exclusive atmosphere of the Food & Wine event hosted at Bad Harriet, Hotel Jerome’s subversive speakeasy. The goal was to visually translate the "film noir meets femme fatale" narrative of the venue while highlighting the culinary artistry and the guest experience.
What we've done
Event & Lifestyle Photography
Creative Direction & moodboarding
Low-light Photography & Lighting Design
Food & Beverage Styling Support
Post-production & High-end Retouching
Digital Asset Management for PR & Socials
Creative Process
Scouting & Strategy: I conducted a site walkthrough of the underground space to understand the unique lighting challenges (amber tones, dark velvet textures) and identified key angles that showcase the "hidden" nature of the venue.
Lighting Setup: Understanding that flash photography would kill the mood, I utilized a discreet, cinematic lighting setup to enhance the natural ambiance without disrupting the guest experience, focusing on highlighting the textures of the cocktails and dishes.
The Shoot: During the event, I focused on a "fly-on-the-wall" documentary approach. I captured the theatrics of the mixology, the intricate details of the food pairings, and candid, unposed moments of guests enjoying the "Forbidden" atmosphere of Bad Harriet.
Post-Production: I edited the selected images with a bespoke color grade that accentuated the deep shadows, rich golds, and emerald greens of the interior, ensuring the images felt timeless and consistent with the Hotel Jerome aesthetic.
Finalization: I delivered a curated gallery of high-resolution images optimized for both print features and digital storytelling, ensuring a quick turnaround for immediate PR usage.
Results
The imagery successfully captured the enigmatic and sophisticated essence of the event. The photos were utilized across Auberge Resorts' digital channels and featured in post-event press coverage. The visual assets drove a significant increase in inquiries for private bookings and solidified Bad Harriet's reputation as Aspen’s premier destination for high-concept culinary experiences.
Conclusion
By blending low-light technical precision with a narrative-driven artistic vision, I delivered a collection of images that did more than document an event—they immortalized the mood. The final portfolio perfectly aligned with the luxury positioning of Hotel Jerome, providing them with timeless assets to market future Food & Wine activations.
