A creative leader specializing in strategy-led brand campaign and content development.
PHOTO + VIDEO
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ANIMATION
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STRATEGY
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BRANDING
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CONCEPTING
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ON SET ART DIRECTION
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PHOTO + VIDEO 〰️ ANIMATION 〰️ STRATEGY 〰️ BRANDING 〰️ CONCEPTING 〰️ ON SET ART DIRECTION 〰️
MAKER HAUL
MICHAELS
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• Campaign Concepting
• Campaign Design
• Email Design -
I was tasked with freshening up a longstanding sale for Michaels by reinforcing ‘volume’ to drive home the ‘haul’ piece of the promotion.
SOCIAL MEDIA
ACADEMY SPORTS + OUTDOORS
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• Research + Strategy
• Concepting
• Creative Direction
• Design
• Photography + Videography
• Animation -
Academy went through a rebrand at the start of 2016 and around 2017 we had new positioning designed to combat sports elitism: "For All. For Less." Our social media presence changed to “getting everyone outside for less.”
I translated this strategy into different channels to drive most of the content I shot and created at Academy studios.
BIG MOE
ACADEMY SPORTS + OUTDOORS
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• Shot list development
• Content Capture
• Photography
• Videography
• Animation
• Organic Social
• 15-second Youtube Intro -
Academy Sports + Outdoors hired award-winning pit-master Big Moe Cason to do a series of how-to BBQ videos and I was tasked with capturing and creating content from this shoot.
Through carefully curated interview questions and a solid content shoot plan, I was able to capture content that helped build our brand equity in an authentic, impactful way.
CELEBRATIONS
MICHAELS
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• Campaign Concepting
• Campaign Design
• E-mail Assets -
Celebrations is an umbrella program for several categories: Weddings, Babies, Parties, Graduation, and more. Weddings is the first category designed for this program. I was tasked with build a new visual system that felt fresh but didn’t veer too far off from the Michaels brand.
AMBRIELLE
JCPENNEY
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• Research
• Concept Development
• Brand Design
• Photo Art Direction
• Brand Book
• Web, Display and Web Assets -
When our brand partners updated Ambrielle’s product offering with new materials and new designs, I was tasked with developing the rebrand and campaign for the re-launch.
PHOTO DIRECTION
ACADEMY, JCPENNEY & MICHAELS
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• Photo Direction Development
• Photo Deck Development
• Location Scouting
• Model Selection
• On-set Art Direction -
This is a selection of photo art direction from on-location, on-set, on-fig, and stills shoots over the last 10 years.