Art direction brings strategic vision to life through coordinated creative execution. I've led visual direction for product launches, seasonal campaigns, and brand repositioning efforts—ensuring every element aligns with the campaign's emotional and strategic goals.
Campaigns spanning multiple channels and creators risk visual fragmentation if not guided by clear creative direction. Without unified vision, individual pieces may be well-executed but fail to create cohesive impact.
- Translate abstract campaign strategy into concrete visual direction.
- Guide photographers, illustrators, and designers toward a unified aesthetic.
- Maintain creative consistency while adapting to different media and formats.
Art direction begins with understanding the campaign's strategic objectives and emotional targets. From there, I developed visual frameworks that guided all creative decisions.
- Collaborated with strategy teams to understand audience insights and campaign objectives.
- Developed moodboards combining photography, color palettes, typography, and textures to establish visual tone.
- Created comprehensive creative briefs for photographers, illustrators, and production teams.
- Directed photo shoots—from concept development through shot list creation and on-set art direction.
- Provided detailed feedback and revisions to ensure all assets met creative standards.
Every campaign tells a story. Art direction ensures that story comes through in every visual element.
- Established visual hierarchies that guided viewer attention toward key messages.
- Selected imagery that evoked specific emotions aligned with campaign goals.
- Directed illustration style to balance brand personality with campaign-specific needs.
- Ensured cultural sensitivity and inclusive representation across all creative.