Concepted and art directed the 2025 Fetzer content photoshoot, leading the creative vision from initial concept through on-set execution. Developed the visual direction and oversaw pre-production details, including model styling, wardrobe selection, prop sourcing, shot planning, and brand storytelling to ensure every element supported Fetzer’s seasonal content strategy.

Led an efficient two-day production that captured 400+ images while keeping total production costs under $10,000. Collaborated closely with the photographer and cross-functional partners to deliver a robust, versatile content library designed for use across digital, social, retail, and marketing channels throughout the year.

Role: Creative Lead, Photo Art Direction, Content Strategy, Production Planning, Styling Direction, Prop & Wardrobe Direction, Cross-Functional Collaboration

Art directed new package photography for 1000 Stories, creating a visual approach that balanced the brand’s rugged bison-inspired heritage with the brighter, more colorful direction of the refreshed labels.

Used smoke as a visual metaphor for dust lifted by a running bison, adding atmosphere, movement, and energy to the product imagery. Also directed colorful background setups to highlight the updated packaging’s bold, modern shelf presence.

The final shoot delivered a versatile image library designed for use across social media, PR, digital web banners, presentations, sell sheets, and other brand marketing materials.

Role: Photo Art Director, Product Photography, Visual Concept Development, Styling Direction, Brand Storytelling, Shoot Direction

Concepted and art directed digital content for Gallo Family Wines over 18 months, developing creative ideas that supported brand storytelling across seasonal campaigns, social, and digital marketing channels.

Created sketches and visual concepts to guide photoshoot direction, translating campaign objectives into clear, ownable content ideas. Collaborated with photographers, food stylists, prop stylists, producers, brand partners, and account teams to bring each concept from initial idea through final execution.

Role: Creative Concept Development, Photo Art Direction, Digital Content, Sketch Ideation, Brand Storytelling, Cross-Functional Collaboration

Art directed brunch-themed photography for La Marca, creating social media campaign assets that highlighted the brand’s sparkling, celebratory personality across seasonal entertaining and brunch occasions.

Guided the visual direction through bright table scape and food styling delivering a cohesive content library optimized for social media use.

Role: Photo Art Director, Styling Direction, Visual Storytelling

Led photo art direction for the Spring campaign, developing a fresh, seasonal visual approach for social media and recipe-driven content. Guided composition, food styling, props, product placement, and storytelling to create a cohesive asset library designed for digital, social, and brand marketing use.

Role: Photo Art Director, Spring Campaign Art Direction, Social Media Assets, Recipe Content, Food Styling Direction