Creative Direction⁰¹

The visual practice.

I turn an insight into a world people can walk into, then stay on set, on press and on the floor until it looks exactly like the idea that got approved.

Where I've led the creative

Victoria's Secret / PINKOwned the big creative idea behind every PINK floorset: the seasonal story, visual direction and assortment logic the whole brand built around.
happy nationCreative director of a brand built from zero inside VS&Co: naming, identity, tone, packaging, digital, content and campaigns.
PINK BeautyRelaunch of the visual identity and packaging across the full line, through to the brand's first EDP.
The Apparel GroupSr. Art Director across Foxcroft, ENRO and Maker & Company: catalogs, e-commerce, digital and a full rebrand.
Malia MillsSr. Creative Director: every creative asset, from concepting and shooting to retouching and the website, plus the hell yes sub-brand.

Victoria's Secret / PINK

For nearly six years I owned the big creative idea behind PINK's seasonal floorsets, four a year, turning cultural trends, consumer behavior and product priorities into one story the whole brand built around, then staying hands-on through styling, photography direction and the floor itself.

On the beauty side, I led the relaunch of PINK Beauty's identity and packaging across the full line, through to the brand's first eau de parfum, PINK by PINK.

Seasonal concepts · Floorset narrative · Art direction · Photography direction · Packaging & identity · CEO presentations · 2018–2023

PINK and Victoria's Secret concept work and PINK Beauty packaging

happy nation

Creative director of a gender-free, size-inclusive brand for tweens, built from zero inside Victoria's Secret & Co. I led naming, identity, tone of voice, packaging, the digital experience, content and campaigns, then a companion Roblox world.

For happy nation body care, I directed all still-life and product photography for the debut assortment, keeping it playful, gender-neutral and parent-approved.

Naming · Identity · Packaging · Campaign & product photography · Digital & Roblox · Launched 2022

happy nation campaign and body care photography

The Apparel Group

The Apparel Group is a group of direct-to-consumer brands that produces one in five non-iron shirts around the globe. I oversaw all creative, B2B and B2C, for Foxcroft, ENRO and Maker & Company.

Foxcroft's customer is a woman 30+ with a strong core business in non-iron shirts in many colors and prints. We sent four 34-page print catalogs a year to a 500K+ circulation, and I oversaw all of it, from production and photography to retouching, design and print. ENRO produced two annual catalogs; Maker & Co was digital-first, and we rebranded it and redesigned its entire website.

I art directed and managed the graphic designers producing every email, social and website asset, and I was responsible for casting, high-production e-commerce photography, editorial photography and styling.

Production · Casting · Photography direction · Retouching · Catalog design · Print · Rebrand & web · Earlier range · 2016–2018

Foxcroft catalog and campaign creative for The Apparel Group

Malia Mills

Malia Mills is a bra-sized swimwear and ready-to-wear brand based in New York's garment district. I oversaw all creative, art directing every graphic asset, managing the website, conceptualizing shoots, photographing editorial and e-commerce, and retouching.

With founder Malia Mills, I also helped create hell yes, a younger sub-brand with more attitude (see the case study).

The brand has stood for "love thy differences" since its founding, which gave me the chance to prioritize diversity in casting, in ethnicity, body type and age, and to carry that outlook through all of the creative.

Concepting · Photography · Retouching · Casting · Web · Sub-brand launch · Earlier range · 2013–2016