67 Lifestyle Photos | Design Elements People Personality Hair and make-up Wardrobe Lighting Frame location Art direction plays a key role in bringing photography to life. All decisions should be made to support the four key principles: Authenticity, Simplicity, Discovery and Natural Vibrancy. Art direction People Our photography should show real people, having real experiences. They should represent the wide cultural and ethnic mix of the world around us. - Wide ethnic mix - 4 to 50 years old - Young-minded and stylish Personality The personalities of subjects reflect on our brand’s personality. Cast for actors that meet these criteria: - Curious - Positive - Spontaneous - Genuine - Approachable Art direction