Creative Direction
A collection of creative direction work spanning photoshoot production, campaign concepting, and commercial execution. Projects include leading visual direction for branded shoots, developing campaign ideas from concept to execution, and collaborating with agencies and voice talent to produce a retail commercial experience.
Wine Club Photoshoot
A wine club photoshoot designed to support cross-channel use across paid media, organic social, and print. I directed the shoot with intentional variation in composition; balancing wide, flexible frames for future campaign overlays with more stylized, cozy imagery to convey the exclusivity of the wine club experience. Custom-branded bottle labels were produced as physical set assets to maintain brand consistency on set and ensure flexibility across ongoing creative needs. These images continue to be used across campaigns today.
Stop-Motion Giveaway
A stop-motion social animation concept developed from idea through execution, designed to capture attention in-feed and promote a $500,000 points giveaway. I directed the photoshoot specifically for animation use, then assembled and designed the final stop-motion sequence featuring branded items placed into a shopping bag, ending with the campaign lockup to drive recognition and engagement.
Weekly Price Item Video
A weekly price item video initiative developed for YouTube and CTV, created to scale production through external agency partnership while maintaining creative control and consistency. I led the end-to-end process, from creative strategy and art direction to coordinating scripts with copywriters and managing voiceover production, then collaborated with an agency partner to execute the final video. This project introduced a new video format to the organization, built for ongoing performance measurement and iteration.