Brand & Editorial Creative Direction
When I direct a campaign or conceptualise a brand event, I look beyond the product itself to focus on relationships: how light cuts through shadow, how raw architecture frames a delicate form, how texture, history, and cultural references collide to tell a story.
I’m drawn to tension, the quiet space between harsh industrial backdrops and soft, ethereal layering, or modern refinement mixed with handmade imperfection.
Instead of styling for flat visual appeal or fleeting trends, I work to give a brand physical depth. Whether crafting an editorial set or transforming a raw venue for a pop-up experience, my goal is to create work that feels lived-in, deeply considered, and emotionally resonant.
Core Capabilities
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Establishing high-concept visual guidelines, narrative arcs, and distinct aesthetic worlds for brand campaigns and product launches.
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Designing and physically constructing photographic backdrops, sculptural arrangements, and spatial layouts that carry weight and texture.
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Transforming physical spaces, private launch dinners, and pop-up experiences through light, material contrast, and sensory details.
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Sourcing rare vintage pieces, artisanal objects, bespoke textiles, and sculptural elements that align with the narrative.
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Hands-on spatial direction during shoot days or event installations, refining composition, movement, and light down to the smallest detail.
From Concept to Physicality
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We begin with the essence of your brand or campaign brief. I look at what we want to communicate beyond the product, identifying the emotional tone, the energy, and the sensory response we want to evoke in your audience.
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This is where the concept takes physical form. Instead of flat digital references, I approach concept development three-dimensionally—layering fabrics, architectural fragments, colour palettes, and material samples to make the idea feel alive before production starts.
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Once the visual language is signed off, I source and build the physical elements. Every ceramic, textile, object, and lighting element is chosen with restraint and intent, ensuring every detail speaks to the overarching narrative.
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During production or installation, my team and I build, layer, and direct the space in real time. I manage spatial composition and lighting interactions on set, ensuring the resulting imagery or physical space carries depth and soul.
For who
/ Fashion & Editorial Creative Direction / Product & Homeware Set Design / Brand Dinners & Private Event Styling / Spatial Pop-Ups & Immersive Activations / Commercial Set Design & Prop Styling / Fashion Campaign & Lookbook Direction / Luxury Brand Event & Spatial Design / Editorial Styling & Campaign Art Direction / Homeware, Craft & Object Styling / Immersive Brand Environments & Installations