Creative Development
Led the full campaign direction, concepting a visual approach that balanced promotional messaging with elevated, brand-right imagery. The focus was on clarity, refinement, and alignment with global creative standards.
Led the full campaign direction, concepting a visual approach that balanced promotional messaging with elevated, brand-right imagery. The focus was on clarity, refinement, and alignment with global creative standards.
Pre-Production
Developed shot lists, reference decks, and layout guidance in collaboration with internal teams, ensuring a consistent look and feel across all digital placements.
Developed shot lists, reference decks, and layout guidance in collaboration with internal teams, ensuring a consistent look and feel across all digital placements.
On Set Direction
Art directed the shoot, working closely with photographers and stylists to bring the creative vision to life and adjust in real time for layout, lighting, and product needs.
Art directed the shoot, working closely with photographers and stylists to bring the creative vision to life and adjust in real time for layout, lighting, and product needs.
Post-Production
Managed final retouching, rounds of feedback, and asset delivery for paid media, homepage, email, and site banners. Worked with a designer, we extended the campaign into a full suite of emails and site assets to ensure visual continuity across the full consumer journey.
Managed final retouching, rounds of feedback, and asset delivery for paid media, homepage, email, and site banners. Worked with a designer, we extended the campaign into a full suite of emails and site assets to ensure visual continuity across the full consumer journey.
Role: Art Director, US DTC
Scope: Creative direction, site experience, email series, paid media, optimization for mobile and desktop
Scope: Creative direction, site experience, email series, paid media, optimization for mobile and desktop
Team: Partnered with copywriters, CRM team, and merchandising to plan product focus and promotional messaging
Outcome: Drove strong engagement and sales volume during one of the brand’s most important promotional windows
Outcome: Drove strong engagement and sales volume during one of the brand’s most important promotional windows
