08/28/2026
A look inside the creative direction deck behind the my most recent campaign with Salt 🤍 and Feminine hygiene
Lately I’ve realized that what excites me creatively has been evolving.
I still love creating strong visuals, but more and more I’ve been drawn to the intentionality behind brand work…..studying typography, how fonts relate to each other, ad graphics, visual hierarchy, campaign systems, and how one idea can translate across an entire rollout.
Before the set, the props, the styling and the final images, there’s strategy.
Every reference has a purpose. Every visual decision has to connect back to the brand, the story and the audience.
The final images were really just a reflection of the time, commitment and planning that went into the project long before shoot day. And because so much was thought through beforehand, everything on set was able to execute as smoothly and intentionally as it did.
That’s what made this project so exciting for me. There was an entire world being built before we ever stepped on set, and honestly, that part of the process has become just as exciting to me as the final images.
