Peak trading required high-velocity creative to cut through market noise and combat visual fatigue during long-duration sales.

Deployed a bold, A/B-tested visual identity with a phased rollout to maintain urgency and freshness.

Led creative strategy and cross-channel delivery. Collaborated with marketing teams to align creative decisions with commercial revenue goals.

Achieved record brand revenue, a 5% YoY uplift, and the highest daily sales in history. Set the new visual standard for future campaigns.

Transitions needed to connect with a younger, style-conscious demographic, repositioning light-adaptive lenses as a lifestyle accessory.

Concepted a video-first campaign featuring UK talent Perri Kiely, blending high-energy storytelling with "day-in-the-life" content.

Led end-to-end creative direction from storyboarding to post-production. Ensured narrative consistency across all digital and social touchpoints.

Delivered a hero film and four social cuts. Achieved a 50% increase in positive engagement and an 81% purchase intent among viewers.

The brand struggled to translate high-fashion concepts into relatable consumer stories, causing inconsistent sales and low narrative engagement.

Architected a "Travelogue" campaign that blending location-based lifestyle photography with utility content, transforming products into an aspirational travel experience.

Led the creative concept and cross-functional team collaboration. Directed photography and copywriting to ensure a unified "Travel" theme on deliverables.

Key collection pieces sold out within weeks. Achieved the highest email CTR and revenue in brand history, proving the ROI of narrative-led commerce.

Relaunching a heritage product line required a disruptive creative concept to break through social noise and resonate with modern digital trends.

Developed surrealist product videos capitalising on the oversized-object trend, blending the brand's characteristics with high-engagement viral aesthetics.

Conceived the concept and sourced specialised production partners. Led the end-to-end direction to keep the "retro" identity central to the execution.

Delivered a high-noise launch that outperformed similar campaigns by 10%. Successfully converted viral engagement into a measurable sales boost.

Inconsistent visual execution was diluting brand recognition. Web testing identified high-contrast colour strategies as the primary driver for improved conversion.

Developed a data-led visual system with updated photography standards and colour rules, supporting the scalability of high-volume, daily asset delivery.

Led creative direction and systematisation. Directed photoshoots and secured senior stakeholder buy-in by aligning new visual standards with data.

Delivered a fully licensed library of 1,000+ images, strengthening brand consistency and long-term asset value. Accelerated production speed by 10%.

A brand shift required high-fashion visuals to attract a younger demographic, but execution was heavily constrained by a strict production budget.

Transitioned to a high-fashion lifestyle aesthetic. Optimised the budget by co-producing this editorial seamlessly alongside a wider product campaign.

Led creative direction and budget management. Coached junior team members on-set, delegating responsibilities to build internal team capability.

Elevated visual standards to capture a new audience. Drove higher Instagram engagement while securing a 20% production cost reduction.