Photo Direction Case Study

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

Setup
LINKUP leaders requested that we photograph at the Bensenville warehouse. During the project kickoff, I clarified which associates would participate to meet DEI requirements and ensured warehouse employees and drivers would be present for context. I was assured warehouse employees and drivers would be included.

To ensure flexibility for future layouts, I instructed the photographer to take plenty of wide-angle shots rather than close-ups, providing ample background space that could be cropped or scaled for both vertical and horizontal formats.

Challenge
On shoot day, only corporate associates in business attire were present, and strict safety protocols required vests and closed-toe shoes. While vests were available, the visiting corporate team hadn’t brought proper footwear. The LINKUP leader suggested shooting in the produce refrigeration area for color, which 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 coordinated with the Warehouse Manager to recruit on-floor employees. The warehouse and driver shots were also captured independently so they could be repurposed for other campaigns, reducing the need for future shoots.

Results
We captured versatile imagery: candid shots of warehouse staff and drivers, group portraits, and LINKUP-focused images. Wide-angle compositions allowed easy adaptation across vertical and horizontal layouts, maintaining brand consistency. Social posts featuring the photos generated a 25% increase in engagement, and the reusable library eliminated the need for reshoots. The final collection met DEI objectives and showcased genuine cross-tier representation despite 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.