CLIENT – Avon, Metro Magazine, and more
PROJECT – Various
ROLE – Art Director
PHOTOGRAPHERS – Dane Tashima, Anna Williams, Kana Okada
STYLISTS – Megan Kreiman (set), Victoria Granof (food)

CHALLENGE
Lifestyle art direction demands visual consistency across a wildly diverse product range, and the ability to make everyday products feel aspirational but not out of reach. Add seasonal and holiday campaigns to the mix, where the temptation toward cliché is constant, and the challenge becomes as much about editorial restraint as execution.

SOLUTION
Drawing on years of fashion and beauty art direction, I assembled and directed expert production teams across photography, food, wardrobe, and set design to bring a consistent creative point of view to products ranging from candles and kitchen gadgets to jewelry, kids fashion, and home décor.

The through-line across every shoot: bold, graphic styling that created an ownable, modern visual language without sacrificing appeal and accessibility. For holiday campaigns especially, I always tried to find an unexpected angle that felt festive but not formulaic.