Each season began with a new creative concept developed around the product assortment, from the overarching visual direction and hero imagery to catalog design and supporting photography.
I presented concepts to marketing and merchandising teams, developed shot lists, collaborated with photographers, designers, and copywriters, and directed the creative from initial concept through final execution.
A key challenge was creating a sense of freshness while working with a mix of new and existing photography. When new photography was needed, I directed shoots to create imagery that felt cohesive with the seasonal concept and elevated the overall product story. I also took initiative to introduce color and more contemporary visual elements where appropriate, helping give the work a fresher, more modern feel while still working within the established brand. The work balanced the practical needs of retail with a more editorial approach to composition, styling, and storytelling.
