Directing Handshake’s First Photoshoot
Being real is at the heart of who we are, and what resonates most with our audience. I championed the creation of an ownable brand photography library in order to move away from the generic, all-smiles stock imagery and lean into stories and expressions that feel genuinely human.
From casting talent (including real Handshake users) to directing wardrobe, set design, and on-site production, I oversaw every visual detail to ensure our photography captured our brand values. Every image was designed to reflect our people, our community, and the unique spirit of our brand. These photos highlight the authentic connections, real people, and meaningful outcomes that our platform delivers, showing what it truly feels like to be part of the Handshake community.
Project Scope
— Creative Direction
Collaborators
— Good Good Films & their crew for all the production partnership throughout the shoot
— Michale Friberg, Photographer
— Lisa Li, Wardrobe & styling
— Javier Ruiz, Cinematographer
Directing the shoot
Working closely with our photographer and cinematographer, I directed movement, framing, and tone to tell stories that felt true to the consumer journey—showcasing not just the polished outcomes, but the people, effort, and emotion behind real career growth
