Full concept and execution for national advertising. Building teams of talent and casting for photo shoots. Successfully executed the first European advertising shoot for David's Bridal. Created mood boards for direction, found the right locations, and prop selection for each campaign. Managed casting, photographer, stylist, hair, makeup, prop, and production.

Concepted and helped launch the first David's Bridal magazine. Collaborated with Vogue fashion editor, Sarah Gore Reeves, to create strong editorial content and column stories for each issue. Conducted shoots for all content: casting, photographer, stylist, hair, makeup, prop, production. Provided art direction including mood boards, prop direction, location direction, hair and makeup direction. Managed schedule and budget of multiple shoots within a tight time frame. Mapped out impositions and page counts as per the budget.

Research, development, and execution for branded photography, including brand boards, identifying a target audience, creative mood boards, budget management and photo shoot execution: casting, props, location, photographer, stylist, hair, makeup.

Layout and art direction for entire catalog. Collaborated with lead copywriter to create strong editorial content. Collaboration with merchant and marketing teams for targeted product representation. Conducted shoots for all content and brands: casting, photographer, stylist, hair, makeup, prop, production. Provided art direction including mood boards, prop direction, location direction, hair and makeup direction. Managed schedule and budget of multiple shoots within a tight time frame. Collaborated with copy writer to deliver final layouts.

Conducted light tests to establish a look and feel. Art direction and team building for full execution: casting, photographer, stylist, hair, makeup, prop, production. Created mood boards for attitude, posing, hair and makeup.

Directed still life imagery to incorporate into each on-model story for catalog, advertising, and magazine. The aim was to always highlight the product as the hero, even when in a lifestyle setting.

Shot video and b-roll for digital assets including social media. Created narrative and worked with photographers and videographers on mood and highlighting product.

These shoots were all about follow through and clear, direct communication. It is literally like planning a real wedding reception, thinking about every little detail. Everything has to relate and make sense. The cast was very important as well, they had to look believable, like they were really friends. The hair and makeup had to match the concept perfectly, the props have to make sense within the concept, matching the vibe of the clothes, the jewelry, and location. If anything is off, it will show in the pictures. These shoots were the most challenging, but also the most fun. Researched current and upcoming wedding trends when creating the mood boards for each wedding party story.

A collection of black and white mood-setting shots from various shoots.

Various client work: Kiki Boutique, Winterthur Museum, University of Pennsylvania, Bellissimo Caffé. Art direction, concept and layout design, logo design, photo shoot direction.

Creative direction and overseeing brand positioning for retail websites, mobile, email, and social.