Throughout my career as an integrated designer, I’ve led the creative direction and styling for branded photoshoots across e-commerce and campaign platforms, with notable work for Adidas, Calvin Klein, Kathmandu, and Levi’s. At Kathmandu, I was responsible for conceptualising and curating seasonal e-commerce shoots—overseeing everything from casting talent through top Melbourne and Sydney agencies to art directing on set. I developed cohesive styling guides, selected environments and props, and ensured visual consistency across all imagery to reflect the brand’s seasonal narrative.

For larger-scale hero campaigns, I partnered closely with the creative director to craft elevated, concept-driven shoots. From casting and styling to location scouting and on-set direction, I played a central role in translating brand strategy into compelling visual storytelling. This hands-on, collaborative process allowed us to produce imagery that not only resonated with target audiences but also aligned seamlessly with each brand’s identity and tone.