Product Page Design: Art Directed vs Informational?

When designing a product page layout on an e-commerce site, what are the pros and cons of taking an 'Art Directed' approach vs a more traditional informational approach.

Additionally, in terms of conversion optimization why would you go for one vs the other?

Are there specific reasons you would use one approach over the other?

Art Directed Product Page Example

https://www.onnit.com/alphabrain/

Informational Product Page Example

https://store.nike.com/us/en_us/pd/air-foamposite-pro-mens-shoe/pid-11998186/pgid-12005104