I led the visual and narrative development for this campaign. From moodboarding the concept to overseeing the shoot, I worked closely with the team to highlight the innovative formula through close-ups and texture shots. Capturing movement was key, bringing the product’s performance to life in a way that felt both authentic and elevated. Every detail reinforced the idea that this dry shampoo is more than just a quick fix - it is a game-changer in modern hair care.
I was also tasked with conceptualising a unique press box that would spark organic social sharing. This led to The Girl Who Gained an Hour - a playful comic-inspired narrative that reimagined the extra hour saved by skipping hair wash days. The story brought the product’s innovation to life in a way that felt engaging and shareable, reinforcing the campaign’s message with a creative twist.
Creative Direction
Graphic Design
The aim of this shoot was to launch the Scalp Foam as an aspirational product.
My vision for this campaign was to create visuals that are both gentle and soothing to the eye, while also incorporating a playful aspect. This approach aligns with the marshmallow-inspired packaging and the bubbles within the foam texture, creating a cohesive and engaging aesthetic.
My Creative Process
Initially, I develop mood boards to conceptualise the campaign's look and feel.
I then assemble the team and select models who align with the envisioned aesthetic. The next step involves creating a comprehensive shot list.
Following the direction of the shoot, I design all supporting campaign assets for distribution across both digital and print platforms.
I oversaw the creative management of DEWEY’s historic launch at Selfridges, where it became the first-ever extra petite brand to be stocked by the iconic retailer. From concept development to execution, I directed the visual storytelling, content strategy, and brand messaging, ensuring every touchpoint reflected DEWEY’s mission of inclusivity and innovation.
Managing the brand’s digital presence, I crafted engaging campaigns, social content, and editorial narratives that resonated with the DEWEY community, amplifying its presence and impact. The Selfridges launch was a milestone moment, and my role involved not only directing the creative vision but also ensuring that the brand’s identity translated seamlessly into a luxury retail space, reinforcing DEWEY’s position as a leader in fashion for extra petite women.
From initial concept to final visuals, I worked closely with photographer, Oliver Oglesby, to create a narrative that felt both sophisticated and engaging. Through strategic shot composition, lighting, and movement, we captured the essence of these luxury watches not just as instruments of timekeeping but as expressions of character and lifestyle.
For Hair Gain, I conceptualised and shot product photography that elevated the brand’s visual identity, ensuring every shot captured the premium quality and efficacy of the products. Focusing on clean, high-impact imagery, I developed a consistent aesthetic that translated seamlessly across multiple platforms. These images became the foundation for engaging ad campaigns, email marketing, and digital content, strategically designed to drive conversions and strengthen brand recognition.
For the Jack & Bry Dark Kitchen launch, I was part of the team delivering the digital campaign, supporting the rollout from concept to execution. Working across social, email, and paid channels, I helped create engaging content that showcased the brand’s bold, plant-based offering. The focus was on building excitement and awareness, ensuring a strong, cohesive presence across digital platforms. The launch successfully positioned Jack & Bry Dark Kitchen as a go-to destination for delicious, plant-based comfort food.
For Vitamasques, I was tasked with mocking up suggested graphic visuals to incorporate new launch products into the brand’s existing aesthetic. My focus was on creating designs that felt fresh, cohesive, and aligned with the brand’s playful yet premium identity. Through thoughtful composition, typography, and color integration, I developed concepts that highlighted the new products in an engaging and visually appealing way, providing creative direction for potential campaign assets.
For the Hair Gain Hair Mask launch, I played a key role in developing the campaign from the ground up. I worked closely with the team to create visually compelling content that highlighted the mask’s nourishing benefits while maintaining the brand’s premium, results-driven image. The vibrant, super green color of the mask became a focal point in the visuals, with rich, bold imagery that emphasised its natural, powerhouse ingredients. This distinctive green tone was woven throughout the campaign, reinforcing the mask’s unique formulation and its standout appeal.
