I lead each collection launch from concept to execution, collaborating closely with the product design team to oversee storyboarding, casting, art direction, and post-production, delivering cohesive campaigns across photo and video.

For Andie, I craft an aspirational aesthetic centered on destination and experience: evoking "I want to be on that vacation" rather than "I need to have her body", achieving a premium look that remains accessible and authentic.

Post-photoshoot, I art direct the lookbooks with carefully considered color palettes and typography, develop strategic copy banks, and translate campaign assets into a unified visual narrative across all marketing channels, including site, social, email, and paid media.

Throughout every stage, I uphold exacting standards of quality, ensuring each creative decision is purposeful, every connection meaningful, and every dollar spent drives measurable value.