MERIT
To enhance the strategy for launching Merit and build awareness, the team decided to send the product to various creators for them to generate content around. I had the opportunity to creative direct this shoot, where we showcased the minimalist product alongside delicate floral arrangements. This juxtaposition effectively conveys the timeless beauty and femininity that the brand represents.
GROWCORE PILATES
For new fitness brand GrowCore Pilates Las Vegas launch, I drove the creative direction and production from concept to final cut. I built the brief, defined the brand’s visual tone with the founders, and shaped every detail from casting to glam to wardrobe to make the world of GrowCore feel intentional and elevated. On set, I ran point on shoot logistics while capturing interviews, stills, and motion that brought the brand’s story to life. I also managed post-production to ensure every deliverable hit the mark. The result: a cohesive, modern launch campaign that gave a brand-new fitness studio a clear identity and a strong point of view from day one.
BLEULUNA
I co-developed the creative brief for BleuLuna, shaping how both individual products and full collections would live visually while keeping the brand’s beachy and sophisticated identity front and center. Working closely with the founder, I helped define the aesthetic, mapped out how to spotlight product benefits, and directed the shoot to bring that world to life. I also built a social media rollout strategy to ensure the content landed with intention and consistency. Together, these elements created a cohesive visual system that launched BleuLuna with clarity, warmth, and a distinct point of view.
BADLANDER BADDIES
Designed the full set for Baddies Beverages’ Halloween campaign, creating a bold, playful visual world that matched the brand’s attitude. On set, I directed talent to capture high-energy, personality-driven moments, and then oversaw post-production to ensure every asset felt cohesive and on-brand. The final content delivered a strong, scroll-stopping identity for a new beverage brand ready to make noise.
Fleur Skincare
Fleur needed a brand voice and tone to match its uncomplicated, straightforward ingredients.