I create photo, video, and digital content for fashion, beauty, and lifestyle brands.
I pioneered webtv with my first self-produced project, “High Class, No Cash,” a web series uniquely formatted to the emerging digital landscape. From there I started working as a content creator in fashion and beauty, specialized in short format video and photography.
Visual communication isn’t just putting up a pretty picture and hoping for the best. Understanding why an audience is going to react to a visual, or a word, or a concept, is just as important as beautiful execution. My background in marketing communications and creative writing has given me an innate understanding of consumer behavior and thought process, honed by years working in the fashion, beauty, and lifestyle sectors.
With an undergraduate degree in Semiotics and Visual Studies, my sense of art direction is grounded in a theoretical space. This theoretical understanding of why and how visuals affect people is put to practical use with years of experience directing talent, model casting, wardrobe and set styling, as well as art directing in pre- and post-production stages.
With nearly a decade of experience as a photographer, videographer, and editor, my understanding of photo and video is practical and tactical. I specialize in Fashion, Beauty, and Lifestyle content, and have worked with a number of top tier brands, including mass market and luxury. I was at at the forefront of WebTv, and created and launched 10 original web series, including A to Z style trend guides, the first influencer YouTube network with a slate of 4 original series, and personality-driven shows for YouTube’s Original Content Initiative.
Garnier needed a new creative vision for their social media channels, with customer engagement at the top of their list of goals. I developed a creative strategy by taking inspiration from the variety of products and brands under the Garnier umbrella to create new content that harmonizes with previous directions while elevating the visual aesthetics to stand out in the social media landscape.
- Developed and executed creative strategy for new social media video content
- Elevated brand towards fashion/beauty editorial without alienating mass market positioning
- Created 3 unique video styles, including a cinemagraph format
Videos have been most successful media on client’s Instagram channel, with an outpouring of positive engagement.
Men’s Wearhouse was in need of a visual rebrand — although North America’s largest menswear retailer, the brand suffers from low brand perception despite top market brand offerings.
- Developed and implemented a new tone guide for social media content.
- Re-evaluated merchandise featured to showcase product quality and diversity of top-tier brand offerings.
- Elevated product styling in order to raise visual aesthetic standards.
Responsible for concept and production of monthly content calendars of 100+ assets for 4 separate brand identities across US and Canada, including formalwear. Assistance provided on special campaigns as necessary.
Covered 8 seasons of New York fashion week as a Producer, Videographer, Editor, and Photographer. I’ve also covered haute joaillerie in Paris, and streetstyle in Milan.
From designer interviews, to backstage and model profiles, my fashion week content has an eye for the latest trends, without losing the heart behind the collections.
I’ve created over 100 episodes of fashion tv, usually in real time just after the models have walked the runway.
Sleep No More
Sleep No More is an immersive theater experience located at the McKittrick Hotel, including Manderlay Bar, The Heath, and Gallow Green. Internationally renowned, this is a world truly unto itself.
I’ve been photographing special events here for the last 4 years, and am always amazed at the spectacle that awaits.