Creative Production
Alexander McQueen & Burberry
Client: Citizen Magazine
Role: Creative Strategist
Challenge
Citizen Magazine sought to create a compelling editorial series, sponsored by Air Jordan, Valentino, Burberry, & Alexander McQueen, celebrating Black history & culture. I was tasked by the Creative Director & Editor-in-Chief to execute their nuanced vision across production elements.
Solution
Through internal workshops, we refined the vision for editorial shoots, illustrations, & articles. Managing the run of show, I facilitated collaboration among the production team & talent across set design, styling, hair & makeup, & movement direction for cohesive execution.
Woman looking upwards with elaborate hairstyle and jewelry, wearing an off-shoulder dress against a dark background.
Person sitting on floor in a flowing, off-shoulder blue and white dress against a plain backdrop, with an elaborate high hairstyle.
Person with long hair wearing white outfit and gold accessories, leaning on a fluffy white fabric backdrop.
A person wearing sunglasses and a patterned strapless dress sits on a wire chair. The outfit features stripes and a belt. The person is accessorized with bracelets and rings, and they wear high-heeled shoes. The background includes a white wall and wooden floor.
Dror
Client: Bond Official
Role: Creative Strategist
Challenge
Proposing an editorial feature with Dror for Bond Official, I evaluated his inaugural EP through a musical & cultural lens. The narrative needed to stand out in the men’s lifestyle space, aligning with Bond Official’s discerning standards, & speaking to Dror’s coining of “Texas Pop.”
Solution
Centered around Dror’s insights, the feature unfolded through a live interview at Soho House WeHo, workshopping art & copy for an authentic narrative. A mood board & creative brief guided the photographer, stylist, & HMU artist for a polished & engaging story.
Man wearing a tan blazer, red shoulder pads, and leather pants, standing indoors against a wooden wall; holding a folder.
Person wearing a black leather jacket, white shirt with a bolo tie, and gray pants.
Man sitting on hay bales against a brick wall, wearing a black blazer, denim shirt, and light blue trousers.
Young man wearing football shoulder pads over a dress shirt and tie, standing in front of a yellow school bus, holding a patterned folder.
A person in a light brown suit with red football shoulder pads leans on a railing, with soft focus shadows in the background.
Man in a brown suit and black cowboy hat posing with a lasso on a grassy field.
Person in a brown suit and black boots sitting on grass, pulling a rope with both hands.
Man in a cowboy suit performing lasso trick on a grassy field
Reflected Design Studio
Project: Brand Launch
Role: Creative Strategy Director
Challenge
Jewelry designer Alex Nie sought a brand identity reflecting his philosophy & journey, translating his writings into a cohesive brand narrative. The aim was to create a meaningful collector experience that captured the therapeutic essence of his artistry.
Solution
Distilling Nie’s writings, we developed a cohesive brand identity including brand & visual guidelines, brand & e-commerce copywriting, & directed shoots. Extending his artistry & healing journey, hand-carved wooden cairn stones serve as jewelry boxes.
Person wearing gold bracelets and earrings against a brown background.
Person wearing gold rings and bracelets against a brown background.
Person wearing elegant jewelry, including earrings, a ring, and a bracelet, in a minimalist setting.
Two crossed hands wearing gold bangles on a beige background.
Smiling woman covering face with hands, wearing gold rings and necklace.
Close-up of two hands with gold bracelets against a beige background.
Woman displaying gold jewelry, including a necklace and bangles, with wooden display stands.
A woman with shoulder-length brown hair poses with her fingers near her lips, wearing multiple gold rings. Her nails are painted black and she is wearing a black strap top.
Alphx
Project: Brand Launch
Role: Creative Strategist
Challenge
Garrett Swann & Tom Speight created a men’s underwear & modern brotherhood, redefining masculinity & inclusivity. They envisioned a brand in which men of all ages, bodies, & backgrounds felt proud of who they are & what they see in the mirror.
Solution
Contributing to the brand strategy & investor deck, we refined their personal story & competitive advantages. Supporting on-set production, I ensured a seamless team & model experience for an authentic result.
Four men laughing and embracing, wearing underwear against a gray background.
Five men wearing different styles and colors of boxer briefs in a studio setting.
Tattooed man in white underwear leaning on stepladder
Man with tattoos drinking water from a bottle
Two men wearing underwear, smiling, against a gray backdrop.
Two men wearing underwear standing back to back; the left man has a beard and tattoo, the right man has glasses and a mustache.
Two men in underwear stretching a large white garment between them, one man slim and wearing black briefs, the other larger with white boxer briefs, on a plain white background.
Two shirtless men in underwear having a conversation, one older man in white boxer briefs and one younger man in black boxer briefs, against a white background.
Tracy Anderson
Project: Brand Refresh & Digital Transformation
Role: Creative Strategy Director
Challenge
Tracy Anderson aimed to modernize through a brand refresh & digital transformation, while preserving her legacy content. The goal was to elevate her online presence, broaden offerings, & deepen community engagement with a focus on holistic lifestyle.
Solution
Collaborating with the CEO, we diversified Tracy’s digital strategy to bring more educational & lifestyle value to the “Tamily.” Restructuring her team with a McKinsey consultant, we promoted their PR Lead to CCO to lead incoming digital initiatives.
Two women dancing energetically in a gym setting, with blurred motion. One woman is in the foreground, looking over her shoulder, wearing a gray tank top, while the other is in the background, smiling.
Woman in a gym setting wearing a white tank top, navy FILA track pants, and blue sneakers.
Woman in a gray tank top and black leggings, sweating and stretching in a gym with mirrored walls.
Woman in athletic clothing jumping in a gym with colorful decor, wearing a tie-dye top and pink sneakers.