A R T D I R E C T I O N
AMERICAN GIRL LA Cafe Campaign
The Los Angeles American Girl Cafe at the Grove near the world famous Farmer’s Market had COVID related business challenges. I was contracted to provide creative direction on a campaign to promote private parties on their balconies and individual party rooms. I worked closely with the staff photographer, set builder, stylist and store personnel to successfully execute a COVID-19 sanctioned photoshoot production. My objective was to deliver on their needs while elevating and modernizing the brand image through diverse casting, on trend styling and set decor.
OLD NAVY Pixie Pant Launch
Considered one of the most successful product launches for women’s apparel, the Pixie Pant launch needed to feel like a Spring/Summer must-have. Partnering with the CMO and creative teams, I directed the casting, styling, photography by renown fashion photographer Peggy Sirota and all post production and ad design.
20th CENTURY FOX Simpsons Fashion Issue
The Consumer Products Division at Fox publishes a Simpsons Fashion Issue to the trade every year to highlight the new licensees and products selling into retailers the coming year. I had free reign to write, art direct and design the entire book. The only requirement was to be sure to maintain a voice that was on brand and to be on trend with their youth target market.
