Hi, I’m a creative director based in New York City.
A deeply curious, human-centered practice sees my work integrating and exploring defining shifts and patterns within culture. I’m interested in telling stories reflective of our diverse experiences, pushing the needle, subtly or overtly, and elevating the everyday.
My toolkit spans creative and image direction, narrative storytelling, brand strategy and organizational leadership – most recently in beauty, fragrance, and skincare within the D2C and B2C space, and previously in the branded content space across lifestyle and fashion.
With over 10 years of experience, I have a varied background in agency and in-house organizations that allows me to flex between strategic thinking, cross-functional collaboration, concept and execution — enabling a successful, results-driven balance between creativity and business goals.
Working across multi-touchpoint, 360 campaigns, I lead the end-to-end creative development of compelling visual narratives and large scale omni-channel output. From concept to execution, my mission is to integrate cultural relevance and expansive perspectives into each intervention, ensuring high-impact creative assets across film, photo, digital, experiential and retail.
Clients have included: Suzie Kondi, Baron & Baron, STUDS, Gentle Storm, Free Lance Paris, Thinx, Nike, Refinery29, VICE, Louis Vuitton, Levis, MailChimp, Kering Group, YouTube Music, Samsung, Verizon, Amazon, Mars & UMG.
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Currently: Associate Creative Director @ Glossier
Creative Consultant @ Gentle Storm Paris
Previously: Creative director (freelance),
Concept Lead & Content Strategy @ Buffy,
Creative Director, Branded Content @ VICE Media
Let’s work together!
︎ ︎ ︎
A deeply curious, human-centered practice sees my work integrating and exploring defining shifts and patterns within culture. I’m interested in telling stories reflective of our diverse experiences, pushing the needle, subtly or overtly, and elevating the everyday.
My toolkit spans creative and image direction, narrative storytelling, brand strategy and organizational leadership – most recently in beauty, fragrance, and skincare within the D2C and B2C space, and previously in the branded content space across lifestyle and fashion.
With over 10 years of experience, I have a varied background in agency and in-house organizations that allows me to flex between strategic thinking, cross-functional collaboration, concept and execution — enabling a successful, results-driven balance between creativity and business goals.
Working across multi-touchpoint, 360 campaigns, I lead the end-to-end creative development of compelling visual narratives and large scale omni-channel output. From concept to execution, my mission is to integrate cultural relevance and expansive perspectives into each intervention, ensuring high-impact creative assets across film, photo, digital, experiential and retail.
Clients have included: Suzie Kondi, Baron & Baron, STUDS, Gentle Storm, Free Lance Paris, Thinx, Nike, Refinery29, VICE, Louis Vuitton, Levis, MailChimp, Kering Group, YouTube Music, Samsung, Verizon, Amazon, Mars & UMG.
---
Currently: Associate Creative Director @ Glossier
Creative Consultant @ Gentle Storm Paris
Previously: Creative director (freelance),
Concept Lead & Content Strategy @ Buffy,
Creative Director, Branded Content @ VICE Media
Let’s work together!
︎ ︎ ︎
Glossier You 360 (2024)
Creative Strategy – Impressions of You
In this reintroduction to the Glossier You fragrance, we went beyond a singular ‘face’ or group. We lean into seeing the fragrance family as an ethos, a way of being. The result is a series of films and stills that are fragmented, partially revealing, but intimate – ephemeral, yet lasting. With each piece, we capture impressions of a moment, or of a person, and in doing so, allow our community to envision themselves inside each frame.
Roles: Creative Director, co-director
In this reintroduction to the Glossier You fragrance, we went beyond a singular ‘face’ or group. We lean into seeing the fragrance family as an ethos, a way of being. The result is a series of films and stills that are fragmented, partially revealing, but intimate – ephemeral, yet lasting. With each piece, we capture impressions of a moment, or of a person, and in doing so, allow our community to envision themselves inside each frame.
Roles: Creative Director, co-director
Campaign Mood
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Stylistic Devices
The iconic thumbprint on the Glossier You bottle. It is a tactile, experiential & visual identifying mark, a signifier. An impression left.
The color red (ie, red rubber band, cap and packaging accents on the OG Glossier You). Red appears across touch-points to reinforce the Glossier You identity.
Close up: extra close up shots, texture and detail communicating intimacy. texture — a story in the details.
POV: Immersive, with a first person lens that places viewers in the action seat.
Shadows: Shadows are unique to the caster, and are the echo of a person or object’s presence. A visual metaphor for scent.
Campaign Images
Campaign Films
Each spot explores the different ways we leave impressions on the world around us. Sensorial and intimate yet voyeuristic, tactile and dynamic, yet dreamy, ‘Impressions of You’ collects fragments of a diverse set of identities, moments and crossed paths, and links them on a single thread throughout their day.
Glossier You Impressions 15s – “Connection”
Glossier You Impressions 15s – “Leave an Impression”
OOH – New York - Spring Street – London - Covent Garden
Organic Social – Influencer Content
At Glossier, while the ethos is centered on relatable, but unique individuals, macro influencer amplification is oftentimes employed as part of Tier A campaign upper funnel strategy.
Included in the four person cast were Yesly Dimate (1.9M IG) and her husband Tony Ozkan (699K IG). As a couple, their popular relationship and love story embodied the notion of connection and lasting impression. (Incidentally, they eloped after the shoot).
On TikTok, we featured them in a ‘making of’ video that garnered 2M views and 204.1K likes.
At Glossier, while the ethos is centered on relatable, but unique individuals, macro influencer amplification is oftentimes employed as part of Tier A campaign upper funnel strategy.
Included in the four person cast were Yesly Dimate (1.9M IG) and her husband Tony Ozkan (699K IG). As a couple, their popular relationship and love story embodied the notion of connection and lasting impression. (Incidentally, they eloped after the shoot).
On TikTok, we featured them in a ‘making of’ video that garnered 2M views and 204.1K likes.
Talent:
Yesly and Tony, Mercy Sang, Nena Marcus
Yesly and Tony, Mercy Sang, Nena Marcus
Team:
Photographers/Directors - The Posternaks
DP - Kelly Jeffrey
Makeup - Yumi Lee
Hair - Evanie Frausto
Wardrobe Stylist - Esther Matilla
Manicure - Natalie Pavloski
Set Design - David de Quevedo
Music - "Clouds" by Resavoir
Video Edit - Studio Junbi
Glossier Creative -
Marie Suter
Isioma Iyamah
Madeleine Marie Angus
Josh Helman
Lynette Nylander
Taylor Tindall
Paige Hanserd
Elena Howes
Production -
Counsel @wearecounsel
Aaron Kurlander
Cherry Kim
Photographers/Directors - The Posternaks
DP - Kelly Jeffrey
Makeup - Yumi Lee
Hair - Evanie Frausto
Wardrobe Stylist - Esther Matilla
Manicure - Natalie Pavloski
Set Design - David de Quevedo
Music - "Clouds" by Resavoir
Video Edit - Studio Junbi
Glossier Creative -
Marie Suter
Isioma Iyamah
Madeleine Marie Angus
Josh Helman
Lynette Nylander
Taylor Tindall
Paige Hanserd
Elena Howes
Production -
Counsel @wearecounsel
Aaron Kurlander
Cherry Kim
Glossier You Rêve & Doux 360 (2024)
Creative Strategy – Impressions of You, continued
A return to the world of Glossier You through two new scents; Rêve and Doux. Through campaign film and static, we introduce new impressions, spaces and ways of being – expanding the definition of you.
The 360 rollout included an extensive social tease period to build anticipation for Glossier’s first new scents in many years, a dual hero film and image launch, treating Doux & reve as separate (but sister) worlds, OOH across NYC streets, influencer gifting, cadenced homepage takeovers, and customization of the Sephora Atrium and digital billboard in Times Square.
Roles: Creative Director, co-director
A return to the world of Glossier You through two new scents; Rêve and Doux. Through campaign film and static, we introduce new impressions, spaces and ways of being – expanding the definition of you.
The 360 rollout included an extensive social tease period to build anticipation for Glossier’s first new scents in many years, a dual hero film and image launch, treating Doux & reve as separate (but sister) worlds, OOH across NYC streets, influencer gifting, cadenced homepage takeovers, and customization of the Sephora Atrium and digital billboard in Times Square.
Roles: Creative Director, co-director
About Doux
Notes: Top: Sweet Violet Heart: Palo Santo, Frankincense, Myrrh Base: Ambrox
DOUX is an elevated interplay between contrasts - harmonizing confidence and sophisticated elegance, the feminine with the masculine - in an environment where the raw meets the refined.
DOUX Definition: Soft
Impression: Poised tenacity
Notes: Top: Sweet Violet Heart: Palo Santo, Frankincense, Myrrh Base: Ambrox
DOUX is an elevated interplay between contrasts - harmonizing confidence and sophisticated elegance, the feminine with the masculine - in an environment where the raw meets the refined.
DOUX Definition: Soft
Impression: Poised tenacity
About Rêve
Notes: Top: Buttercream Heart: Plum Butter, Toasted Almond, Iris, Sandalwood Base: Ambrox
RÊVE is the essence of joy that comes from unassuming moments of connection and intimacy when the anticipation of the event eclipses the party itself. It’s a playful homage to the power of shared experiences.
RÊVE Definition: Dream
Impression: Captivating allure
Notes: Top: Buttercream Heart: Plum Butter, Toasted Almond, Iris, Sandalwood Base: Ambrox
RÊVE is the essence of joy that comes from unassuming moments of connection and intimacy when the anticipation of the event eclipses the party itself. It’s a playful homage to the power of shared experiences.
RÊVE Definition: Dream
Impression: Captivating allure
Doux Campaign Stills
Rêve Campaign Stills
Campaign Films
Each hero film showcases the Rêve and Doux worlds — a sensorial whirlwind of the impressions left by each scent — sweet hedonism and effortless grounding
Integrating learnings from previous social-first campaigns, dynamic cinematography, and lo-fi iPhone or GoPro capture will work together to keeping viewers immersed.
Integrating learnings from previous social-first campaigns, dynamic cinematography, and lo-fi iPhone or GoPro capture will work together to keeping viewers immersed.
Glossier You Doux
Our talent is featured solo in a meditative landscape — grounding, austere, and lush.
Glossier You Rêve
Two sisters chase the night, a sticky-sweet, magenta-hued fever dream.
Ancillary Content and Activations
The campaign comprised of an extensive social rollout, an experiential dinner, Times Square Atrium placement, street-level OOH takeovers, and influencer gifting – all alongside digital media inclusive of paid / performance assets on IG, TT, and YouTube.
Organic Social
Influencer Partnerships
Amplification here consisted of strategic partnerships with talent that embodied our fragrances. With a focus on Rêve, we partnered with the lovely Ming Lee Simons for part of the campaign, capturing stills as well as a short-form reaction video. The Carlson sisters, Devon and Sydney, were heroed in campaign assets; film and stills.
Amplification here consisted of strategic partnerships with talent that embodied our fragrances. With a focus on Rêve, we partnered with the lovely Ming Lee Simons for part of the campaign, capturing stills as well as a short-form reaction video. The Carlson sisters, Devon and Sydney, were heroed in campaign assets; film and stills.
Experiential: Impressions Launch Event
The Glossier creative team, led by the VM & Experiential team collaborated to create an event that merged both the Rêve and Doux worlds. Visitors could choose their own adventure, eventually mingling throughout the event.
The Glossier creative team, led by the VM & Experiential team collaborated to create an event that merged both the Rêve and Doux worlds. Visitors could choose their own adventure, eventually mingling throughout the event.
The space was split – velvet and brocade for Rêve, canvas and concrete for Doux. Themed and color-coordinated food was also served, with party-goers coming away with fragrance and designed collateral. Invitees consisted of influencers, industry, friends and family of Glossier, a microcosm of Glossier’s diverse community.
Street Level OOH – NYC
AR Experience
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Influencers were gifted a custom dual box set complete with Rêve and Doux bottles, merch, and an AR experience that immersed viewers in a floating world of ingredients and sound design.
Influencers were gifted a custom dual box set complete with Rêve and Doux bottles, merch, and an AR experience that immersed viewers in a floating world of ingredients and sound design.
TSQ Atrium
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Co-launching with Sephora meant a Times Square atrium takeover, complete with custom pop up space and high-impact digital media placement, where we played a site-specific two part hero film. Within, Rêve and Doux lived alongside Glossier You, our OG fragrance.
Co-launching with Sephora meant a Times Square atrium takeover, complete with custom pop up space and high-impact digital media placement, where we played a site-specific two part hero film. Within, Rêve and Doux lived alongside Glossier You, our OG fragrance.
OOH BTS
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Talent:
Devon Lee Carlson @devonleecarlson
Sydney Lynn Carlson @sydneylynncarlson
Essence Taylor @_essencetaylor
Milano Nasu @milanonasu
Aliz Menyhert @alizzfromwonderland
Devon Lee Carlson @devonleecarlson
Sydney Lynn Carlson @sydneylynncarlson
Essence Taylor @_essencetaylor
Milano Nasu @milanonasu
Aliz Menyhert @alizzfromwonderland
Team:
Director – Mitch Ryan @mitchryan
DP - Sean Price Williams
Makeup - Janessa Pare @janessapare, Marcelo Gutierrez @marcelogutierrez
Hair - Evanie Frausto @evaniefrausto
Wardrobe Stylist - Jasmine Hassett @jasminehassett
Manicure - Naomi Yasuda @naominailsnyc, Natalie Pavloski @nataliepnails
Set Design - David de Quevedo @daviddequevedo, Mat Cullen @matcullen
Music - Taul Katz @__tool__
Video Edit - Wild Island Films @wildislandfilms
Glossier Creative
Isioma Iyamah @isioma.i
Marie Suter @marie_suter
Madeleine Marie Angus @madeleinemmarie
Josh Helman @josh_helman
Taylor Tindall @taylortindall
Paige Hanserd @mustarrrrd
Farah Markis @farahmarkis
Production
Cadence Films @cadencefilms
Serie Yoon @serienotsiri
Anna Blundell @annablundell
Aaron Kurlander @aaronkurlander
Lizzy Freedman @fizzzlyly
Director – Mitch Ryan @mitchryan
DP - Sean Price Williams
Makeup - Janessa Pare @janessapare, Marcelo Gutierrez @marcelogutierrez
Hair - Evanie Frausto @evaniefrausto
Wardrobe Stylist - Jasmine Hassett @jasminehassett
Manicure - Naomi Yasuda @naominailsnyc, Natalie Pavloski @nataliepnails
Set Design - David de Quevedo @daviddequevedo, Mat Cullen @matcullen
Music - Taul Katz @__tool__
Video Edit - Wild Island Films @wildislandfilms
Glossier Creative
Isioma Iyamah @isioma.i
Marie Suter @marie_suter
Madeleine Marie Angus @madeleinemmarie
Josh Helman @josh_helman
Taylor Tindall @taylortindall
Paige Hanserd @mustarrrrd
Farah Markis @farahmarkis
Production
Cadence Films @cadencefilms
Serie Yoon @serienotsiri
Anna Blundell @annablundell
Aaron Kurlander @aaronkurlander
Lizzy Freedman @fizzzlyly
Glossier Body
2025 saw the expansion of the popular Body Hero product family, introducing additional products in the newer ‘sandstone’ scent profile. In these always-on assets, we built off of our classic ‘skin squares’; tight cropped detail shots celebrating the body in all its beautiful variation.
Role: Art direction oversight
Role: Art direction oversight
Team:
Zoe Manella Natale - Photographer
Polly Philip - Prop and set
Janessa Paré - MUA
Isioma Iyamah - Associate Creative Director
Shelby Rodriguez - Senior AD
Production - Counsel, Aaron Kurlander, Lizzy Freedman
Zoe Manella Natale - Photographer
Polly Philip - Prop and set
Janessa Paré - MUA
Isioma Iyamah - Associate Creative Director
Shelby Rodriguez - Senior AD
Production - Counsel, Aaron Kurlander, Lizzy Freedman