Brand Ecosystems
Whether launching a new product, entering a new category, or evolving the brand, my role was to bridge strategy and execution. Collaborating across creative leadership and cross-functional teams, I translated ideas into thoughtful, integrated experiences spanning campaign development, art direction, photography, video, and creative execution across paid media, retail, Walmart, email, social, and owned channels—bringing cohesive launches to life across every customer touchpoint.
Launching a new category, Jinx Cat, wasn't just about introducing a new product. It was about extending an established brand into an entirely new category without losing what made it recognizable. For this launch, I led creative from strategy through execution, art directing the campaign photography and video while executing creative across paid media, Walmart Brand Stores, social, and owned channels. Every asset was designed to feel like part of one connected story, creating a launch that felt cohesive wherever customers encountered the brand.
Jinx Cat | Category Launch
The goal wasn't simply to launch a new product—it was to elevate expectations for what fresh pet food could look and feel like. By borrowing cues from contemporary food and lifestyle brands, we humanized the category, making nutrition feel approachable, aspirational, and worthy of the same consideration we give our own meals. As Associate Creative Director, I guided the creative strategy, art direction, and cross-channel execution, ensuring every customer touchpoint reinforced that vision.
Jinx Fresh | Category Launch
Seasonal campaigns are an opportunity to keep a brand feeling fresh while reinforcing its identity. From initial concepts through shoot day, I collaborated on creative direction by developing visual narratives, art directing photography, shaping shot lists, and refining details like styling, props, wardrobe, composition, and crop strategy. Every decision was made with the final touchpoints in mind—from social to paid ads to digital retail storefronts—so the photography could work as a highly flexible system across the brand.
Seasonal Campaign Photography
In-Store Experiences
Great retail design isn't confined to a shelf—it creates a seamless experience wherever a customer shops. I started at Jinx designing physical retail assets, including endcaps, point-of-sale displays, signage, and merchandising systems. As the brand grew, my responsibilities expanded into digital retail, where I designed storefronts, PDPs, Amazon A+ content, and ecommerce experiences that connected the physical and digital shelf into one cohesive brand system.