G-STAR RAW
The G-Star RAW Fall Sale campaign was a multi-channel retail campaign created to bring the brand’s fashion forward aesthetic to life across both digital and physical environments. Working with imagery from the photoshoot, the project involved selecting and art directing photography, developing promotional creative, and extending the campaign across web, mobile, social media, video, and in-store signage.
The goal was to create a cohesive visual experience across every customer touchpoint while maintaining the impact of the photography and the bold, direct messaging of the seasonal promotion. From digital screens and social feeds to large-scale retail signage, each application was designed to feel like part of one unified campaign.
About Design
The design centered around strong campaign imagery paired with bold typography and a clear promotional message. I selected imagery from the photoshoot that best communicated the attitude of the collection, with subdued color grading consistent with G-Star RAW’s distinctive visual identity. The muted tones reinforced the brand’s raw, urban aesthetic while allowing the imagery and promotional messaging to remain the focal point.
The campaign was developed as a flexible visual system that could translate seamlessly from responsive website and mobile assets to social media advertising, video, and physical retail signage. Each format required its own approach to composition, hierarchy, and image cropping while maintaining a consistent visual language throughout.
For the in-store experience, the campaign imagery was adapted into large-format signage designed to command attention within the retail environment and connect the physical store experience back to the digital campaign.
LA MER
For La Mer’s Moisturizing Soft Cream campaign I collaborated with a creative team to art direct a multi-channel digital campaign supporting the reformulation of La Mer’s Moisturizing Soft Cream. The challenge was to translate advanced skincare science into a compelling brand story that communicated the innovation behind the formula while remaining true to La Mer’s signature luxury positioning.
Building on the brand’s heritage of Miracle Broth™—its signature ingredient derived from sea kelp and inspired by the restorative power of the ocean—the creative direction connected La Mer’s ocean origins with the science of its new Multi-Sized Moisture Spheres. Through luminous product imagery, macro-inspired visuals, and refined typography, the campaign brought the science to life, illustrating how the moisture spheres help support the skin’s natural lipid barrier while reinforcing the cream’s promise of smoother, softer-looking skin.
Across email, e-commerce, and social media, the creative approach balanced educational messaging with aspirational beauty imagery, transforming a complex product innovation into an engaging, cohesive visual narrative across digital touch-points.
JASON WU BEAUTY
The creative challenge for Jason Wu Beauty was to establish a visual identity that felt elevated and aspirational while remaining approachable and accessible at an affordable price point. Through art direction and visual design, I developed cohesive brand experiences across digital, print, and retail, balancing refined aesthetics with engaging product storytelling to make beauty feel both desirable and attainable.
My work spanned e-commerce and product launch campaigns, website design, email marketing, social media, packaging, and in-store print displays. Each touchpoint required thoughtful consideration of imagery, typography, layout, and messaging to maintain a consistent brand experience while adapting to different formats and customer interactions. I also contributed to the development of brand guidelines and style guides, helping establish visual consistency across platforms. From concept development through execution, I worked across the full creative process to translate brand positioning into compelling visual communications that connected with customers and supported the brands' commercial goals.
