A collaboration between Mejuri and the diffuser brand vitruvi on a custom fragrance, Séjour.

Supported the creative director on the entire campaign from ideation to execution. Collaborated on strategic direction, sourced inspiration imagery, developed moodboards and mockups. Final creative direction was edgy, unique, and pushed the boundaries of Mejuri’s aesthetic, meeting the requirements of a multi-layered brief. Worked with the producer to source the photographer, location, props, and wardrobe. Put together the shotlist and art directed on set, assisted with making selects. Oversaw development of final assets.

Photographer: Renata Kaveh
Creative Direction: Jess Brewer
Production: Velouria Productions
Stylist: Zenia Esmail
Props: Daniel Onori
Models: Belma Colakovic, Dammy Omotayo

Graphic Design & Art Direction
Worked with the team to develop concept for Hudson Bay’s Fall Beauty campaign, to be rolled out on social media, thebay.com, display ads, email database, and printed beauty book. Spearheaded the shot list and was an Art Director on the multiple day shoot, which consisted of 50+ images and several videos. Made selects and oversaw retouching, video editing, and animation processes. Developed the layout for the beauty book. Completed production work to deliver final digital and print assets to client.

Agency: A Plus Creative

As Graphic Design Lead, I moved the brand forward through innovation, consistency, and the creation of communications in North American and International markets. I led the technical side of identity design by building and maintaining evolving brand guidelines, channel-level toolkits, and templates.
Together with team members in both design and content, I was responsible for designing and overseeing graphics within an established identity system and creating a cohesive experience across all brand and advertising touchpoints.
I also worked in conjunction with the Art Directors and Creative Directors to oversee day-to-day work by the design team and freelancers.

Ideation & Art Direction
Developed a how-to video for creating a spring charcuterie board. Video had to be 15 seconds, so we utilized bold, instructional supers while focusing on the form and functionality of products, resulting in a short, stylish cut.

Created three videos for Hudson Bay’s Ambassador program with Brian Gluckstein focusing on spring entertaining, how-to furnish a small space, and eco-friendly products. Developed storyboards, shotlists, and the set direction for each video. Art directed Brian on-set, along with the off-figure photography, which also included stop motion animations. Made selects and oversaw the retouching and video editing processes.

Agency: A Plus Creative

Ideation, Storyboarding, Set Design & Art Direction
Developed four 60 second videos for Live Clean with two different brand ambassadors for their Baby and Hair Care lines. Included pre-roll cuts (6, 8, and 15 sec) across various formats and specs.

The brief included ideating the overall concepts and look and feel of the videos, developing the scripts, designing multiple sets, storyboarding all of the videos and creating the shotlist. I also oversaw on-set art direction, product photography, and the video editing and 3D product render processes.

Agency: A Plus Creative

Ideation, Graphic Design & Art Direction
Developed the concept for Hudson Bay’s Mother’s Day Beauty campaign. Compiled the model casting and put forward real moms and their kids. The campaign was rolled out on social media, thebay.com, display ads, and to their email database. I was also in charge of creating the shot list and was an Art Director on the multiple day shoot, which consisted of 40+ images. Ensured continuity of aesthetic across all model and product groupings and various asset formats. Made selects and oversaw retouching and animation processes. Completed production work to deliver final assets to client.

Agency: A Plus Creative

Graphic Design & Art Direction
Worked with the team to develop concept for Hudson Bay’s Spring Beauty campaign, to be rolled out on social media, thebay.com, display ads, email database, and printed beauty book. Developed several category-specific concepts (across fragrance, lipstick, foundation, skincare, and haircare) that were each unique, but worked cohesively together. Spearheaded the shot list and was an art director on the multiple day shoot, which consisted of 50+ images and videos for each category. Assisted with making selects. Oversaw retouching and video editing processes. Developed the layout for the beauty book. Completed production work to deliver final digital and print assets to client.

Agency: A Plus Creative

Ideation, Graphic Design & Art Direction
Art directed and assisted on shoots featuring luxury fashion items for FASHION Magazine. Developed visually engaging and unique images.

Ideation, Graphic Design & Art Direction
Worked with the team to develop concept for Hudson Bay’s Spring Beauty campaign, aligned with the brand’s new minimal aesthetic. Was rolled out on social media, thebay.com, display ads, email database, and printed beauty book. Spearheaded the shot list and was an Art Director on the multiple day shoot, which consisted of 40+ images and two videos. Made selects and oversaw retouching, video editing, and animation processes. Developed the layout for the beauty book. Completed production work to deliver final digital and print assets to client.

Agency: A Plus Creative

Graphic Design & Art Direction
Sourced and created images to develop compelling layouts.

Synthesized the latest trends from the runway into visually engaging packages.

Ideation & Art Direction
Developed the creative concepts for Shoppers Drug Mart’s Health and Beauty Aids (HABA) beauty campaigns for P3 + P4 in 2021 to align with their in-store branding. Assets appeared in-feed on the @ShoppersBeauty Instagram account and across other social media platforms. Developed the campaign shotlist and art directed the shoot. Made selects and oversaw the retouching process. Completed production work to deliver final photos to client.

Agency: A Plus Creative

Ideation & Graphic Design
Designed The Bay’s holiday beauty book, in addition to conceptualizing the idea for the front cover.

Agency: A Plus Creative

Ideation & Art Direction
Developed the concept for Jellifish Kids Fall 2020 campaign. Compiled model casting, created the shotlist, and art directed the 4 day shoot. Made selects and oversaw the retouching process. Completed production work to deliver final photos, stop motion animations, and videos to client.

Agency: A Plus Creative

Ideation, Graphic Design & Art Direction
Art Director for Flow Alkaline Spring Water, where I worked closely with the VP of Brand Creative to develop the visual aesthetic of the brand. Produced photography, POS materials, videos, animations, emails, print and digital marketing campaigns, and all social media content.

Ideation, Art Direction, Graphic Design & Packaging Design
Developed creative campaign to launch Flow’s new flavours. Conceptualized photo and video shoots, compiled model casting and art directed on set. Made selects and oversaw retouching and editing processes. Assets were used in various digital, print, experiential and social media executions.

Worked with the VP of Brand Creative to develop the look of the new Flow flavour cases, liaised with photographer to shoot fruit prints, laid out designs on dieline.

Graphic Design & Art Direction
Worked with the team to develop concept for Hudson Bay’s Father’s Day campaign, to be rolled out on social media, thebay.com, display ads, email database, and printed flyer. Created various sets using geometric marble, acetate, and plexiglass shapes. Organized the shot list and was the Art Director on the multiple day shoot, which consisted of 40+ images. Oversaw retouching process. Worked with digital animator to create lighting effects. Completed production work to deliver final digital and print assets to client.

Agency: A Plus Creative

Ideation, Graphic Design & Art Direction
Art directed and assisted on shoots featuring various beauty products for FASHION Magazine. Developed visually engaging and unique images.

"Modern Art" and “Come into Bloom” both won P&G Beauty Awards for Still Life Photography.

Ideation & Art Direction
Developed creative concepts, art directed and assisted on shoots. Created unique, sophisticated imagery that furthered FASHION Magazine's elevated aesthetic.

For the Jourdan Dunn May 2017 cover, we collaborated with collage artist Maxwell N. Burnstein to enhance our theme of "the new creative class".

Ideation, Graphic Design & Art Direction
Developed the concept for Hudson Bay’s Winter Skincare campaign, to be rolled out on social media, display ads, and printed flyer. Spearheaded the shot list and was the Art Director on set. Oversaw retouching and animation processes. Completed production work to deliver final digital and print assets to client.

Agency: A Plus Creative