The Infrastructure Behind 3,000+ Assets
How I rebuilt EyeBuyDirect's creative production from reactive and fragmented into a centralized system that now outputs 3,000+ assets per quarter (without adding headcount!).
Year
2022 - Present
Scope
Creative Operations
Client
EyeBuyDirect · EssilorLuxottica
Running Lean at Full Speed
The situation
When I joined EyeBuyDirect, the team was producing constantly but not efficiently. Shoots happened every month, planning lived across three separate documents managed by different people, and every campaign felt like starting from scratch. The output was real — but the infrastructure wasn't keeping up with the volume we needed to hit.
What I changed
I looked at where time was actually going and found three pressure points: production scheduling, document fragmentation, and design repeatability. Each one had a fix that didn't require new headcount — just better structure.
I consolidated team planning into 2–3 centralized sources of truth so everyone was working from the same file. I built templated design elements — edit once, update everywhere — that cut the rebuild time on recurring formats like promo emails. And I moved shoots from monthly to quarterly, which sounds like less production but actually generated more usable assets per cycle because we could plan shot lists around the full quarter's needs instead of just the next four weeks.
The AI layer came next. Once the human systems were stable, I partnered with our development team to test AI-generated photography for product categories where quality standards were consistent but shoot cost was high. We ran it, refined it, and scaled it.
The result
3,000+ assets per quarter
71 campaigns (+27% YOY)
6 product launches (+50% YOY)
40 additional email repushes
80–90% of new flatlay photography is now AI-generated
