Explore My Latest Projects
Disney Princess
Art directed the Disney Princess 2026 campaign for Bath & Body Works, inviting customers to step into their own fairytale through an immersive fragrance experience. Developed the visual world and storytelling framework to support the launch of five new scents and two returning favorites, blending nostalgia with modern fantasy. Led concept development and creative execution to transport customers into their story—transforming product discovery into a magical, collectable-driven brand moment across channels.
Rose Your Way
Introducing a new seasonal fragrance alongside four complementary scents—all centered around the versatility of the rose note. Developed the creative concept and visual direction to reframe rose as modern, dynamic, and multi-dimensional, highlighting five distinct interpretations within the collection. Led storytelling and execution across channels to showcase the breadth of the fragrance family while capturing the freshness and optimism of spring.
Concepted and art directed “out of this world” brand moments, leveraging CGI in partnership with external vendors to expand storytelling beyond physical production. Blended fantasy and product-forward visuals to create immersive, scroll-stopping content that elevated brand perception.
Holiday 2025
All aboard the Holiday Spirit train, transforming the season into a series of fragrance “destinations” inspired by the whimsical symmetry and cinematic storytelling of Wes Anderson. Developed a transportive visual world—rich in color, nostalgia, and meticulously styled vignettes—where each scent became its own stop along a festive journey. Led concept development and creative execution to blend fantasy, fragrance, and holiday charm into a cohesive, storybook-inspired brand experience across channels.
Milk Bar
Art directed a two-part collaboration campaign between Bath & Body Works and Milk Bar, blending fragrance and confectionery storytelling into a playful, sensory-driven launch. Part one celebrated the brand’s 35th birthday with a dessert-inspired creative direction. Part two extended the partnership into holiday, transforming sweet treat inspiration into festive fragrance moments that infused seasonal storytelling with warmth, indulgence, and joy. Led concept development and visual execution to seamlessly unify both chapters under one cohesive, celebratory brand world.
Frankenstein's Bakery
Frankenstein’s Bakery, a Summer-meets-Halloween campaign for Bath & Body Works inspired by the social-first #Summerween trend. Concepted and brought to life a playful bakery run by Frankenstein, blending sun-soaked color palettes with spooky-sweet details to create a culturally relevant, scroll-stopping brand world. Led creative development to spotlight new and returning fragrances, transforming product storytelling into a whimsical seasonal mashup that captured both summer energy and gothic Halloween.
Summer 2025
Develop a summer campaign for Bath & Body Works that transports customers into iconic seasonal moments—beach days, poolside lounging, road trips, golden hour gatherings—while seamlessly integrating SPF education. Create a sun-drenched visual world that balances escapism with utility, positioning SPF as both a protective essential and a lifestyle accessory. Deliver social-first storytelling that blends aspirational imagery with digestible, design-forward educational callouts.
Stranger Things
Concept a two-chapter fragrance collaboration between Bath & Body Works and Stranger Things.
Part One: Transport customers to Starcourt Mall with nostalgic, neon-lit 80s visuals spotlighting food-forward fragrances inspired by iconic moments from the series.
Part Two: Shift into the Upside Down—darker, moodier art direction with immersive textures, shadows, and atmospheric effects.
Ensure each chapter feels visually distinct yet cohesive, building anticipation through tonal contrast and episodic storytelling across channels.
Emily in Paris
Develop a chic, editorial-inspired collaboration between Bath & Body Works and Emily in Paris, where Parisian fashion sensibility meets fragrance storytelling. Create elevated, couture-inspired visuals blending bold color, playful styling, and romantic city backdrops. Position fragrance as the ultimate accessory—capturing confidence, individuality, and joie de vivre through social-first, high-gloss creative.
Bridgerton
Concept a transportive fragrance collection inspired by Bridgerton in partnership with Bath & Body Works. Craft a romantic Regency-era visual world drawing from grand estates, garden parties, and ornate interiors featured in the series. Blend soft florals, candlelit ambiance, and refined color palettes to evoke courtship, elegance, and escapism—transforming product storytelling into a modern-day debutante moment.
Sweethearts
Art directed a limited-edition Valentine’s Day collaboration between Bath & Body Works and Sweethearts, transforming iconic conversation heart phrases into playful, giftable fragrance storytelling. Developed a vibrant, candy-colored visual world that reimagined classic sayings as scent personalities—positioning fragrance as the sweetest way to ask, “Be Mine.” Led concept development and execution to merge nostalgia with modern romance, driving collectability and seasonal buzz
Branded Effects, Filters & Lenses
Concepted and launched interactive branded effects across TikTok and Snapchat to extend campaign storytelling beyond static content. Designed immersive AR experiences that allowed customers to engage with collections in-store and at home—unlocking playful product moments, seasonal transformations, and shareable touchpoints. Leveraged platform-native tools to deepen engagement, amplify launch awareness, and turn fragrance discovery into an interactive digital experience.