I began the creative direction process by creating a mood board inspired by street-style fashion editorials, setting the tone for the campaign’s social-first, effortless aesthetic. To achieve an elevated take on a typical influencer shoot, I captured everything on 35mm film. Over the course of the shoot, I captured stills and video of three curated looks throughout SoHo, collaborating with Heather to select locations that authentically reflected the NYFW experience.

I curated and retouched the selects, working closely with cross-functional Marketing and Editorial partners to bring the campaign to life across multiple channels, including an Instagram grid and story series, email marketing, and homepage site design.