As a Creative Director, I bring together visual storytelling, strategic brand alignment, and meticulous execution to create campaigns that capture the essence of each collection. From concept development to final execution, I oversee every stage of the creative process—ensuring that each campaign is not only visually striking but also deeply aligned with the brand’s values and target audience.

My role begins with defining the campaign narrative, crafting moodboards, themes, and styling concepts that set the foundation for each shoot. I carefully select locations that enhance the aesthetic and storytelling, ensuring that the backdrop contributes to the overall mood and brand positioning.

On set, I lead the art direction, styling, and photography coordination, working closely with photographers, videographers, and production teams to bring my vision to life. Whether capturing the moody sophistication of a heritage-inspired campaign, the bold energy of a contemporary persona, or the refined elegance of luxury styling, I ensure that each shoot is meticulously curated to reflect the unique identity of the collection.

Beyond the shoot itself, I oversee the post-production process, ensuring that the final images and videos align seamlessly with the brand’s aesthetic and marketing strategy. My work in creative direction is not just about producing beautiful imagery—it’s about crafting immersive brand experiences that engage customers, elevate storytelling, and drive a deeper emotional connection to the jewellery.