For the Fashionphile 2025 Holiday Campaign, I led end-to-end creative and production for our Martha Stewart holiday partnership, executing a celebrity-caliber campaign entirely in-house. Martha has been a personal inspiration throughout my career—her approach to creativity, business, and brand-building has shaped how I think about this work. Having the opportunity to personally present creative direction to her, earn her trust, and bring this vision to life was one of the greatest honors of my career to date.
I hand-selected the photographer based on the vision I knew would resonate with both Martha and our brand; oversaw every phase from concept development through shoot logistics, contractor coordination, post-production, and final delivery.
This project proved what's possible when creative vision and execution remain under one roof: faster timelines, tighter brand alignment, complete creative control, and work that feels genuine because the relationships behind it are real. We built the infrastructure and assembled a team capable of delivering at the highest level while maintaining the brand integrity that gets lost when creative is outsourced or filtered through multiple layers of approvals.
A Milestone Product Launch: The Investment Protection Collection
FASHIONPHILE's First Branded Product Line: A Compressed, High-Stakes Launch
In 2025, we launched the Investment Protection Collection—our first proprietary product line, immediately following the Shopify replatform, requiring rapid UX discovery and technical innovation under aggressive timelines.
The Execution:
- Full marketing campaign from strategy through execution
- 5 unique, custom-built landing pages using AI modules, each requiring:
- Storyboarding and art direction planning
- Full photoshoot production
- Retouching and content mapping
- Technical build-out with intricate media architecture
The Result:
I delivered a cohesive, brand-defining campaign that introduced FASHIONPHILE as not just a reseller, but a luxury product creator. This launch proved our ability to move fast, build custom, and deliver at scale, even in the most complex conditions.
Over the past 7 years at FASHIONPHILE, I've developed our brand photography from the ground up. Established photography, retouching, styling guidelines - created a library of contractor resources have built a team I can trust to delivery high-quality and consistent brand photography.
I’ve now led approximately 35 full campaign shoots spanning seasonal collections, celebrity partnerships alongside weekly studio production. I own the work from concept through delivery, beginning with inspiration gathering, mood boards, and color palette development, then building comprehensive creative direction decks to present to executives. From there, I storyboard the narrative, plan merchandise for deliverables, and create detailed shot lists and Run of Show schedules that guide production. I build relationships with modeling agencies, negotiate all talent and vendor contracts, select photographers and retouchers, and manage production logistics from pre-production through final delivery. Throughout, I maintain direct oversight of campaign budgets and accounting.
Recent highlights include leading celebrity partnerships with Martha Stewart and Nicole Richie. I presented creative direction directly to talent, hand selected photographers and styling teams, art directed on set, and oversaw post-production through multi-channel launch. For our Assouline coffee table book collaboration, I navigated luxury brand partnership approvals while developing and executing a full campaign strategy across all touchpoints.
My approach combines strategic vision with operational rigor. I build the creative concept, assemble the right teams, protect the brand integrity throughout production, and deliver work that drives both cultural impact and business growth. This consistent cadence of high-level campaign work has established the infrastructure and creative standards that allow us to compete with brands triple our size.
The Fashionphile My Account redesign required solving complex problems in our two-sided business model, where customers both buy luxury items and sell their own pieces.
The challenges included designing several interconnected systems: managing selling offers, building out a brand new seller wallet product, and improving existing payout and withdrawal options. Each part needed careful attention to user flows while maintaining consistency throughout the site.
Since the redesign hasn't launched publicly yet, I'd be happy to connect directly to share more design flows within My Account and discuss the process behind this solution!
Led creative direction for our Nicole Richie partnership, driving vision and key creative decisions throughout. Hand-selected the photographer and retoucher, developed and presented creative concepts directly to Nicole, and art directed essential elements including hair and wardrobe direction. Created the shot list and day-of-shoot schedule to ensure we captured every asset needed across channels. Managed contract negotiations and product budget allocation with our agency partner while overseeing post-production retouching and the multi-channel launch.
This project showcased my ability to maintain full creative ownership on celebrity-level campaigns while strategically partnering with external teams on production execution. By controlling creative vision, talent engagement, and deliverable planning—while leveraging agency support where it added value—we delivered a seamless campaign that balanced efficiency with brand integrity.
On set Art Director for Nicole Richie X Fashionphile commercial
Davey Gold Medalist in 5 Categories:
Mobile Apps/Sites - Business
Mobile Apps/Sites - Services
Mobile Apps/Sites - Professional services
Websites - Self Promotion
Websites - Professional Services
As lead UX designer on the Pereira & O'Dell site redesign, I was eager to create a space that would better showcase the work of this company.
A concern to solve for, was unintuitive information architecture resulting in hidden and disorganized content. I knew an optimized visual navigation for users would increase discoverability and usability for users.
As lead designer at BVACCEL's largest account, I work very closely with the team at Kopari by helping strategize design solutions for the best overall conversion and user experience.
Collection Page Redesign
In the first 3 months since launch, my collection page design has achieved a YOY 61% increase in page value, and a 120% decrease in exit. Additionally, as a landing page, this template is averaging an increase in conversion rate of 2.16% which has directly generated a YOY increase in revenue of 851%.
Navigation Redesign
For the Kopari navigation, I wanted to give the user a glimpse of what each collection represented from a quick first glance. I included a scroll bar of products, and a user education section with iconography that acted as a bullet point list of beauty benefits.
On mobile, I wanted to get the user to their destination in as few steps as possible. So we used a liquid script to auto stretch this collection list based off the users screen size. This navigation will act as a full screen menu on any sized device and will allow Kopari to continue to add collections to their line.
