I led creative direction for this property-themed image test on Expedia & Hotels.com homepages. Using meticulously curated visuals across categories like “Sea View,” “Historic,” and “Boutique,” I aligned brand photography with product discovery behavior—elevating aesthetics while directly influencing UX and revenue strategy.

THE RESULTS
CTR lift up to 8.83% on key property types
Statistically significant increase in net purchaser conversion
$1.1M in projected annual revenue
Rolled out globally across brands, points of sale, and property surfaces

THE IMPACT
This project connected brand photography to demand-gen performance, product UX, and campaign-level brand expression, bridging aesthetics with measurable outcomes.

With an in-house team of editors located in London, Los Angeles & Chicago, photographers anywhere from Austin to Australia, the Photo team needed to optimize how we work asynchronously. And I love a challenge. The concept was to design a PARTNER HUB that could flow as an always-on point of reference for editors, as well as agencies and operational teams.

Our image partner built a sustainable system for pitching proposals, exchanging ideas, captioning images for editors, writers and asset management teams, PLUS a means to keep a pulse with first-looks at new travel work coming through.

WHAT’S NEXT: A collab space with artists & in-house creative and our new digital asset management system.

This workshop launched a company-wide alignment sprint to power brand photography across product, search, email, and marketing channels—solving for inconsistent imagery, sourcing gaps, and destination-level cohesion.

I co-led the effort alongside teams in media, SEO, product, engineering and localization to define the full photo ecosystem: sourcing, coverage, content systems, and cross-functional dependencies.

The creative, photo, and social teams reimagined the brand’s social media presence with a bold new storytelling style—positioning Hotels.com as the ultimate matchmaker for travelers under the new creative platform: Find Your Perfect Somewhere.

My role was to bring the brand’s new visual identity to life by leveraging photography from hotel partner networks in high-priority markets. I crafted an aesthetic that balanced accessible aspiration, using smart negative space to seamlessly integrate copy into the imagery.

The result: a refreshed aesthetic that boosted engagement and established a consistent, elevated look across channels.

This film moves through memory and imagination—match-cutting bathwater to sea, beige carpet to sand. It captures how travel stirs longing, then delivers something real.

Created by Expedia’s in-house creative team, the piece blends intimacy with cinematic vision. I supported the effort by licensing the app UI segments, sourcing bespoke photography from across Jamaica to root the narrative in lived beauty and emotional truth.

In 2022, as the world thawed from COVID, Expedia re-emerged as the ultimate dreamy, elevated travel brand.

Powered by a new creative-led organization—stacked with aesthetic visionaries fresh from Apple—Expedia transformed into a bold creative force in travel. This curated collection of dreamlike photography for Expedia’s U.S. out-of-home campaign reinforced a powerful truth: Travel isn’t just a thing you do—it’s a full-on sensory experience to create memories, and dream new dreams.

My role was to push Expedia’s visual storytelling further, shaping the brand’s evolving identity through photography. I led the discovery, selection, curation and licensing of all imagery for this campaign, drawing direct inspiration from the Italian Renaissance. I reimagined the use of diptychs and triptychs—pairing visuals in twos and threes to create immersive, painterly windows into memory.

I collaborated around the clock with executive creative directors, brand integration teams, and media strategists—and loved every minute. Once the campaign went live, I commissioned photographers to document the work in the wild across NYC and Los Angeles.

The campaign echoed across major cities: hand-painted murals in Miami and NYC, train station takeovers in Philly, and billboards lighting up LA, Chicago, San Francisco, and more.