Zendaya Edit
Redefining Modern Celebrity Collaboration
My Role
Creative Director
Challenge
Celebrity partnerships felt staged and disconnected from what audiences respond to. Boohoo needed a cultural moment that felt real.
Insight
Audiences trust raw moments over perfect productions. Honesty creates connection faster than polish.
Strategy
Strip away performance. Build spaces that feel lived in. Use restraint as the creative tool.
Execution
Natural lighting across all shots. Candid direction with minimal intervention. Styling kept simple and authentic. Removed traditional celebrity campaign markers.
Impact
3.2M reach
30% recognition lift
Shifted brand perception among target demographic
Mytheresa Mens
Menswear Category Launch
My role
Creative and Styling Direction
Challenge
Menswear category felt flat and interchangeable. Nothing separated the offering from competitors.
Insight
Men respond to clarity and confidence. Clean presentation drives purchase decisions faster than trend-driven storytelling.
Strategy
Build cast focused on authenticity. Create tight photography direction. Use styling built on restraint rather than excess.
Execution
Casting focused on real presence over model aesthetic. Photography direction emphasized clean lines and strong composition. Styling choices prioritized fit and proportion. Removed decorative elements that added no value.
Impact
75% sell through in first eight weeks
Repeat buyers doubled
Category became permanent part of business strategy
PUMA
After Hours Athlete Global Campaign
My Role
Brand Stylist and Art Direction across twelve regions
Challenge
Global campaign execution shifted across markets.
Campaigns lost coherence as they moved through different regional teams.
Insight
Motion and clarity create a shared language.
Visual systems travel better than written guidelines.
Strategy
Build a global image system. Set rules for motion and framing. Define tone of voice through visual examples.
Ground the work in real environments rather than studio setups.
Execution
Created comprehensive style guide with motion principles. Established casting criteria for all regions.
Defined color palette and lighting approach.
Built shot list templates that allowed regional flexibility within clear boundaries.
Impact
18% engagement lift across all markets
Higher regional consistency scores
Stronger global brand coherence
System adopted for future campaigns
