Back to School 2011 was my first time art directing a full catalog. I heard that leading a catalog was tough so I asked to lead one. Sure thing – the process was lengthy, complex, and creatively challenging. I was told to ladder up to the general store look and given a grid with a couple hundred products. Then we had to figure out how to group all the products together to tell compelling stories. I love the way it came together. My favorite shot is the back cover, but I often wish our postal regulations were different.