I’m a multi award-winning photographer with extensive experience across fashion and social-first photography, producing bold, story-driven campaigns for leading global brands including Nike, adidas, ASICS, and New Balance. I bring a proven ability to unite creative direction with social strategies, ensuring every project delivers measurable impact alongside strong brand relevance. I excel at leading cross-functional teams and managing end-to-end production, from concept development through to final execution. I balance innovation with precision, applying data-led insights to drive creative decisions that maximize engagement and audience retention. I’m passionate about pushing boundaries in brand storytelling, combining design sensibility, narrative craft with stills and video to elevate brand presence across editorial, campaign, and digital platforms.
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For the New Balance 1906RFP campaign, I wanted to bring the concept of electromagnetic radiation and X-ray imaging to life, visually translating the shoe’s futuristic, Y2K-inspired aesthetic. X-rays allow us to explore the body’s inner workings without penetrating the surface—a theme I echoed through layered compositions and a precise, technical lighting setup. The shoot itself presented challenges, particularly in the complexities of the set design, but through careful planning and execution, I was able to create an atmosphere that captured the essence of the 1906RFP. The result is a hard-hitting visual narrative that blends science, style, and innovation, mirroring the shoe’s intricate design and contemporary appeal.
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