Embody Confidence, 2024
As an art director at Jamie Brunskill Ltd, I crafted the strategy, concept, and visual direction for Estrid's re-launch. Embody Confidence reimagines beauty by stripping back to authenticity. In a society cluttered with filters and faux ideals, realness becomes revolutionary. Fighting against censorship and embodying pure confidence to dismantle outdated beauty norms and celebrate the unedited, unapologetic essence of everybody. Estrid invites us to stand tall, razor in hand, and declare that your beauty is yours.
shot by Zoe Natale Manella and hair by Ali Pirzadeh
Estrid
Adidas Lightblaze
Move Like Light
Adidas Sportswear is redefining the future of sport with a contemporary lifestyle perspective. For SS25, the category debuts Lightblaze, inspired by the classic Adizero running fashion with sport. As the lead art director for Gentle Forces, I created a campaign featuring the renowned Tate McRae and PSG star Bradley Barcola. This effort aims to boost market confidence, increase sales, and set the stage for upcoming campaigns.
shot by Tarek Mawad
Glamour Hungary
Images by Heather Loedgering
Art direction for hair-themed Glamour editorial.
A Portrait of Daniela
Ballet is a dream shaped by discipline. An art form where perfection is not just the expectation but the performance itself. It reflects our love for effortlessness and the illusion that it’s easily achieved.
This film, which I creatively directed and executive produced, features Daniela Thorne, who danced with Staatsballett Berlin, Dutch National Ballet, and Ballett Zürich, and reflects on her relationship with perfection. The expectations of the audience, the demands of her craft, and the pressures she places on herself. Yet through her movement and words, she claims her artistry, honours her mentorship, and embraces the beauty that defines her journey.
Jimmy Choo
For the Cinch bags, I created concepts and art direction for a series of fun and engaging content for the agency OK Cool Ltd.
Jordan - Too Easy
'Too Easy: A Hood Musical'
is a street dance film created in genuine collaboration with the community it represents. Choreographed by Diablo, with music produced by Tella X, and made alongside partners Jordan and Snipes, the project was built from the ground up with the culture's own experts at the creative helm. I was part of the team at No More Parachutes as stills- and social art director.
Adidas FW25
Move Like Light
'Lightblaze FW25' is a style-focused lookbook campaign set in London and LA, featuring actress Xochitl Gomez and her friends, captured by photographer Imogen Barron and styled by Indiana Roma Voss. As the lead art director, I delved into distinctive subcultures in both cities to enhance the style credibility of the Lightblaze brand.
Jimmy Choo MW24
Starring Kit Butler
As the concept and social art director for OK Cool, I created a series of video content for the Jimmy Choo Menswear collection featuring model Kit Butler. The concept centers on the feeling of being watched on the streets, inspired by surveillance cameras, car interiors, and 'secret' celebrity spotting footage.
