Creative Direction, Photography, Producer, Casting, Marketing Execution
FW21 Special Project — A digital round-the-world trip. Managing the Creative Direction and Content for an international boutique, I developed and ideated content to present their latest collections, briefing teams and managing the end-to-end production of all assets.
Supported by the concept of a ‘digital round-the-world trip’, my photography was superimposed onto various Google Map locations around the world. The resulting content was used across all owned channels increasing website visits by 78% and social media engagement by 53%.
The seasonal campaigns supported the release of international collections from brands such as Acne Studios, Mihara Yasuhiro, Uma Wang, Ziggy Chen, Hyein Seo, and AMI Alexandre Mattiussi across the APAC region.
Working closely with local modelling agencies in Sydney, I directed the casting for all shoots ensuring the talent aligned with the participating brands and supported the store concept and narrative.
Once all final assets were ready, I stategised a roll out plan for the content across social media, paid ads, EDMs, and website, increasing social media engagement by 65%.
Photographer & Creative Direction, Samuel Willett Styling & Photography, Kurt Johnson Models, Tom and Jessica at Priscillas
Brands: Acne Studios, Maison Mihara Yasuhiro, AMI Paris, Hyein Seo, Uma Wang, Ziggy Chen