MARKETING CAMPAIGNS: Fashion, Food & Beverage, Beauty, and Lifestyle
HAVAIANAS FOOTWEAR & ACCESSORIES
What I did for Havaianas
Seasonal Creative Campaigns
I led the full creative vision for this seasonal campaign with Havaianas, bringing their iconic laid-back spirit to life across photo and video. I oversaw model casting, developed set design concepts, directed on-set photography and video, and guided wardrobe styling to ensure every detail felt fresh, fun, and true to the brand.
From moodboard to final edit, I shaped a campaign that feels like an effortless escape, exactly what Havaianas stands for.
KATY PERRY
Building a Brand Around a Global Icon
or Katy Perry, my role went far beyond product. I helped translate Katy’s bold, playful and unexpected point of view into a complete footwear and accessories brand—creating a visual world that felt unmistakably hers while still working as a commercial business.
I helped shape how the brand showed up at every consumer touchpoint, from product and packaging to seasonal campaigns, e-commerce, social content, collaborations and retail storytelling.
As Creative Director, I developed campaign concepts and art direction, cast talent, selected photographers and creative teams, styled shoots, directed photo and video production, and oversaw the final imagery. I worked to create consistency between the product we designed and the story we told around it.
The goal was to make Katy Perry’s personality tangible and something consumers could see, experience and ultimately wear.
What I did for Katy Perry
K SWISS MEN’S LIFESTYLE APPAREL AND FOOTWEAR
What I did for K-Swiss Men’s
For K-Swiss, I led the full creative direction for their men’s lifestyle footwear and apparel campaigns partnering directly with the President of K-Swiss to bring the brand’s laid-back, classic vibe to life in a fresh, modern way.
I casted models, developed and styled wardrobe, created set designs, and directed both video and photography to capture authentic, energetic lifestyle moments. Every detail from styling to final edit supported the goal of connecting K-Swiss’ heritage with today’s lifestyle culture, across footwear and apparel.
K SWISS WOMEN’S LIFESTYLE
What I did for K-Swiss Women’s
For K-Swiss Women’s, I led the full creative direction for seasonal campaigns and social content — shaping imagery and storytelling that delivered a high conversion rate across key women’s products.
I casted models, styled wardrobe, created set designs, and directed both photo and video shoots to bring fresh lifestyle energy to the brand’s classic heritage. My creative approach for women’s footwear and apparel not only strengthened the brand’s identity but also boosted engagement and sales through high-performing social posts and digital campaigns.
PALLADIUM MEN’S & WOMEN’S LIFESTYLE FOOTWEAR & ACCCESSORIES
What I did for Paladium
For Palladium, I led creative direction for supplemental men’s, women’s, and kids’ photoshoots tailored specifically for the US market, covering footwear and accessories.
I handled wardrobe styling, location scouting, prop styling, and creative storytelling to highlight not just the lifestyle side of Palladium, but also the technical details that set the footwear apart. Each shoot blended authentic, on-location energy with product-focused moments to connect with US consumers in a fresh way.
SELENA SELENA FOOTWEAR
What I did for SELENA SELENA
For SELENA SELENA, my namesake brand, I lead every aspect of our seasonal campaigns acting as producer and creative director while managing the entire production from concept to delivery.
I hire and oversee the full team including photographers, videographers, models, hair and makeup artists and handle wardrobe styling, set direction, and prop styling to ensure every detail reflects the brand’s vision.
I also manage budgets, timelines, and crew logistics to keep each shoot on track, on brand, and financially responsible so our campaigns look bold, elevated, and responsibly made in every sense.
CHOLULA HOT SAUCE
What I did for Cholula Hot Sauce
Test shoot for Cholula. I wanted to explore more products besides fashion so I styled and directed a test shoot for Cholula hot sauce. All images are real and created in-studio. All video was created in AI.
GRAZA OLIVE OIL
Test shoot for Graza. I wanted to explore more products besides fashion so I styled and directed a test shoot for Graza Olive Oil. All images are real and created in-studio. All video was created in AI.
What I did for Graza Olive Oil
KELSI DAGGER BROOKLYN
What I did for Kelsi Dagger
For the Spring 2026 campaign, I focused on bringing the Kelsi Dagger girl to life beyond the product. Shot on the streets of LA, the campaign captures her personal style, attitude and individuality through candid, street-style imagery with a distinctly Brooklyn edge.
The goal was to create a lived-in world around the brand which is cool, confident, effortless and a little gritty.
MAYBELINE
GLOW RECIPE
MAYBELINE
Beauty Campaign Concept
Concept + Creative Direction for a Maybelline test shoot. I developed the visual direction around fresh, real skin, bold color and a modern beauty aesthetic. The concept focused on creating clean, elevated imagery that feels youthful, approachable and product-driven while staying true to Maybelline’s energetic New York identity.
GLOW RECIPE
Beauty Campaign Concept
Concept + Creative Direction for a Glow Recipe test shoot. I developed a playful, product-first visual direction inspired by the brand’s bold color palette and sensorial approach to skincare. The concept used color, texture and unexpected product compositions to create scroll-stopping imagery designed for social, digital and campaign marketing.
