Photo Direction Case Study

Introduction
In 2023, US Foods began a renewed push to support its Diversity, Equity, and Inclusion (DEI) Employee Resource Groups (ERGs). For 2024, the creative team was tasked with producing photo shoots featuring real associates celebrating each highlighted heritage month or event. For this project, I directed a shoot for LINKUP, an ERG that connects associates across 60+ locations and job tiers.

Setup
LINKUP leaders requested that we photograph at the Bensenville warehouse, accessible from the Rosemont headquarters. During the project kickoff, our Creative Manager and I pressed for details: Which associates would participate? Would the group represent a range of roles and ethnicities, as the DEI program required? We also questioned the location—if a shoot is staged in a warehouse, it needs warehouse context, not simply corporate staff in suits. We were assured warehouse employees and drivers would be included.

Challenge
On shoot day, we arrived to find mostly corporate associates in business attire, with no warehouse workers present. The Warehouse Manager also reminded us of strict safety protocols: anyone photographed on the floor needed safety vests and closed-toe safety shoes. While vests were available, the visiting corporate team hadn’t brought proper footwear. Meanwhile, the LINKUP leader suggested shooting inside the produce refrigeration area for color, but that would have posed food-handling and operational risks.

Solution
I redirected the team to an unused loading dock to stay out of active work zones and protect food safety. To comply with safety standards and avoid brand backlash, I ensured everyone wore vests and planned compositions that cropped out feet in any final imagery. I also worked with the DEI program head to add more associates for diversity and coordinated with the Warehouse Manager to recruit on-floor employees.

Results
We captured a robust set of images: candid shots of a driver and warehouse associate in their normal routines for versatile use, group portraits and candids, and smaller LINKUP-focused images. The final collection met DEI objectives and showcased genuine cross-tier representation despite the day-of challenges.

Shown here are selected images cropped and designed for social at 1080 × 1080 px, along with a behind-the-scenes photograph of me speaking with the LINKUP leader and Warehouse Manager.