Campaign and Creative Strategy

I lead each collection launch from GTM strategy through execution, ensuring creative decisions ladder up to core business objectives. Working closely with product design, I oversee storyboarding, casting, art direction, and post-production—delivering cohesive campaigns across photos, video, and BTS content that drive both brand equity and performance.

For Andie, I've developed an aspirational aesthetic centered on destination and experience: evoking "I want to be on that vacation" rather than "I need to have her body." This strategic positioning achieves a premium look that remains accessible and authentic—expanding our addressable market while maintaining brand integrity.

Photography

On-set: I direct and produce ecomm and lifestyle shoots, working with a curated roster of talented photographers and crew that I personally select to align with the brand and each collection's unique vibe. On set, I maintain an eye toward versatility and ROI, often stepping in to style, wrangle logistics, or fan models between takes, whatever it takes to maximize our creative output.

  • Spring 2026

    Photographer: Katie Medoway

  • Spring 2026

    Photographer: Katie Medoway

  • Spring 2026

    Photographer: Katie Medoway

  • Core Collection

    Photographer: Katie Medoway

  • Core Collection

    Photographer: Isabel Hayn

  • Resort 2024

    Photographer: Ali Mitton

  • Summer 2025

    Photographer: Monique Yelvington

  • Summer 2025

    Avery Swail

  • Resort 2025

    Photographer: Juan Moreno Bianchi

  • Spring 2025

    Photographer: Isabel Hayn

  • Spring 2025

    Photographer: Isabel Hayn

  • Summer 2023

    Photographer: Cece Alana

  • Spring 2023

    Photographer: Cece Alana

  • Spring 2024

    Photographer: Cece Alana

  • Resort 2026

    Photographer: Monique Yelvington

  • Resort 2026

    Photographer: Monique Yelvington

  • Resort 2026

    Photographer: Monique Yelvington

  • Summer 2025

    Photographer: Avery Swail

  • Andie x Marine Layer 2025

    Photographer: Katie Medoway

  • Spring 2025

    Photographer: Cece Alana

Video

Post-production to marketing assets:
I oversee the full creative pipeline from a strategic lens from making selects that optimize for conversion, directing retouching that balances aspiration with authenticity, to establishing each collection's visual identity through carefully considered color palettes and typography. I develop strategic copy banks that speak to customer motivations and translate campaign assets into a unified narrative across site, social, email, and paid media—ensuring each touchpoint reinforces our positioning while driving measurable engagement.

Ecomm Studio Photography

As part of every collection launch, I lead the full creative production of Andie's e-commerce photography: developing the shot list, casting models, and directing on set to ensure the imagery meets both brand and conversion standards. I prioritize lighting and composition that shows the suits accurately while still feeling aspirational and true to the Andie aesthetic.

Lookbooks & PR

I design elevated lookbooks that showcase the collection's story and aesthetic through beautiful images and editorial layouts, drawing editors and PR teams into the world we've created. Each lookbook brings the collection's vibe to life with carefully curated imagery and thoughtful design, then highlights key features and innovations with strategic callouts that give media the hooks they need for coverage.

Resort 2026 Lookbook

Spring 2024 Lookbook

EMAIL

For email specifically, I take a highly data-driven approach: analyzing past performance, testing creative variations, and continuously optimizing design and messaging to drive engagement and conversion.

Teaser for the July 4th Collection

ORGANIC SOCIAL

Labubu Social Content

Mother’s Day Campaign with the Andie Team moms

Website

With new collections the website has a refreshed look for every launch to make it as big as it can be. A custom homepage hero and new merch banners that act both as a great lifestyle image reference which helps engage the customer and increases CTR to the PDPs.

PAID SOCIAL & PERFORMANCE CREATIVE

I approach every shoot with paid performance in mind, developing shot lists that balance proven formats from past top-performing ads with fresh concepts informed by market trends. I ensure we capture sufficient variety: different angles, messaging moments, and lifestyle contexts to fuel robust creative testing programs that continuously optimize our media spend.