Creative direction translated into repeatable content production across ecommerce, retail, paid, print and experiential — from shot lists, samples and studio partners through retouching, QA and final delivery.
Naturalistic lifestyle and tabletop scenes, white and marble surfaces, prop-led styling.
Vibrant monochromatic color worlds, cleaner compositions and product-forward creative, built to carry the new system across every channel.
“A rebrand is an orchestration challenge — and it has to feel seamless to the consumer. I built the rollout around packaging changes, retailer resets and restocks, production shoots and digital updates, so every touchpoint moved into the new brand world together.”
High-volume content gets expensive and slow when every request takes the same production path. A tiered model routed work by impact: full production where it mattered, modular adaptation where strong assets could stretch, and AI-assisted previsualization where it cut waste without cutting craft.
Key contribution: Selected and managed production partners, negotiated scopes/SOWs, owned budget tracking and invoice approvals, and built the full-production / modular-adaptation / AI-assisted model; trained teams on intake and approvals so the system could run beyond a single shoot.
The first fully in-house national commercial scaled into a 407M-impression rollout.