Maker Haul
Michaels
OVERVIEW
Michaels needed to energize their most popular seasonal promo around “Maker Haul,” turning what felt like a discount push into a culturally resonant event for price-sensitive makers and DIY enthusiasts
For this audience, the idea of a ‘haul’ is more than saving money, it’s about stocking up for future creativity and celebrating the thrill of abundance.
Maker Haul was positioned as both a stock-up event and a lifestyle moment for creators, curators, and DIYers. The campaign spanned digital, in-store, and social, highlighting scale, variety, and creative inspiration. I elevated the Michaels basket into a brand symbol and visual anchor with playful product stacking to showcase the thrill of stocking up. By leaning into “big haul” psychology with bold hero photography and a fresh, vibrant color palette, the event felt energetic, iconic, and unmistakably Michaels.
CREATIVE DIRECTION // CREATIVE CONCEPT
// CROSS FUNCTIONAL PARTNERSHIP
Ambrielle
JCPenney
OVERVIEW
Tasked with modernizing JCPenney’s private-label intimates, I led the Ambrielle relaunch from insight to execution.
My competitive benchmarking across major retailers revealed a gap in inclusivity with a trend in authenticity across the market. We created a strategy anchored in custom-fit confidence, and I translated it into a brand identity system spanning photography, and digital assets.
I art directed a photoshoot in NYC to embody natural beauty, authenticity and inclusivity in a bright, but soft and feminine space. The relaunch became JCPenney’s new standard for modern intimates, elevating both brand equity for Ambrielle and deepening customer engagement.
INSIGHT-DRIVEN COMPETITIVE ANALYSIS // CREATIVE DIRECTION // BRAND IDENTITY // PHOTOGRAPHY DIRECTION
Big Moe Cason
Academy Sports + Outdoors
OVERVIEW
To strengthen Academy’s authority in outdoor lifestyle and connect with BBQ enthusiasts, I helped develop social content in a partnership campaign with pit master Big Moe Cason. The goal: position Academy as both outfitter and educator through authentic, story-driven content. What resulted was more than that, it was content that fed Academy’s brand values through organic content. I crafted the creative strategy, built a lean two-day content plan, and captured assets personally—balancing YouTube deliverables with high-impact social clips.
The result was a cohesive suite of visuals and a 15-second youtube bumper that translated Moe’s expertise into an engaging, brand-aligned experience rooted in credibility and craft.
CREATIVE DIRECTION // CREATIVE CONCEPT
// CROSS FUNCTIONAL PARTNERSHIP
Social Media
Academy Sports + Outdoors
OVERVIEW
In the summer of 2018 Academy got a rebrand and a deck full of research insights. With those insights, I saw an opportunity to create a social strategy that anchored the brand across all channels and helped guide content development.
I built a framework rooted in the brand’s core promise: making it easy for everyone to get outside. I centered on the idea of attainability, around these three pillars: Access, Value, and Ease to connect brand storytelling with real audience behavior. The result was a unified brand voice across paid, and organic social that turned followers into fans.
Everything you see on this page was shot, edited, animated and produced by yours truly.
CREATIVE STRATEGY // CONTENT PLANNING & DEVELOPMENT
// CONTENT PRODUCTION // PHOTOGRAPHY // ANIMATION
Photo Direction
OVERVIEW
This is a selection of my on-set art direction across lifestyle, still life, and product photography for Michaels, JCPenney, and Academy Sports + Outdoors. I oversaw every visual decision from photo concept to lighting, and composition. I collaborated closely with producers and photographers to bring each brand’s story to life. Every shot was designed intentionally, elevated brand standards, and created engaging visuals for customers.
PHOTO ART DIRECTION // CASTING & TALENT SELECTION // STYLING DIRECTION // LIGHTING & COMPOSITION // CREATIVE PARTNERSHIP WITH PHOTOGRAPHERS
// ON-SET COLLABORATION
Back to School
OVERVIEW
While Maker Haul focused on a single sales moment, Back to School united four campaigns under one ecosystem—turning multiple promotions into one seamless, brand-led experience.
Back to School was designed to bring teachers, parents, and students together under one cohesive story: creating welcoming classrooms and organizing at home for success. I shaped the creative direction for an umbrella campaign that unified four distinct sales moments into a single, connected brand experience across digital, social, and in-store. Each sub campaign spoke to a different audience while sharing one emotional throughline: celebrating preparation, creativity, and the excitement of a fresh start.
CREATIVE STRATEGY // CONTENT PLANNING & DEVELOPMENT
// CONTENT PRODUCTION // PHOTOGRAPHY // ANIMATION