Chris Frara
I’m Chris Frara, a commercial Photographer and Director of Photography with 15+ years of experience leading high-performing photo and video campaigns across fashion, lifestyle, and product brands.
About
I’m Chris Frara, a commercial Photographer and Director of Photography with 15+ years of experience leading high-performing photo and video campaigns across fashion, lifestyle, and product brands. Based in Los Angeles and originally from South Africa, I bring an international perspective to every project, combining hands-on creative execution with production leadership.
I focus on delivering measurable growth through content built for e-commerce and campaign performance—managing studio and on-location shoots, leading creative and cross-functional teams, and overseeing production end to end from pre-production through final asset delivery. With strengths in lighting, advanced retouching, color grading, and AI-enhanced workflows, I help brands tell compelling visual stories while supporting revenue goals.
- 17 years' experience
- Joined September 2026
Industry experience
- Media & Entertainment
- Retail
- Consumer Goods
More experts in Los Angeles, United States
Work experience
Develop and execute campaign, editorial, commercial, and e-commerce content from pre-production through final delivery. Own multi-brand online operations, including full P&L responsibility and cross-channel performance marketing and conversion rate optimization. Lead merchandising and pricing strategy to improve margin, and direct cross-functional teams across marketing, operations, and product. Maintain creative consistency through strong brand identity and visual storytelling, while also incorporating AI-enhanced photography and generative workflows into production operations.
Lead creative direction and on-set execution for commercial photo and video campaigns across studio and on-location production. Oversee lighting, campaign production, advanced retouching, and color grading to deliver campaign-ready stills and video assets. Manage budgets, vendors, and contracts while directing full production teams aligned with brand objectives and campaign strategy. Deliver post-production through final asset delivery and support e-commerce performance goals through content designed for measurable growth. Contribute creatively to fashion, lifestyle, and product projects, with experience supporting $100K+ first-month revenue in initial campaigns, and direct multi-brand e-commerce strategy across 6+ brands.
Education
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