Creative Direction of photography and design for FASHION Magazine partnership with Joe Fresh featuring supermodel Karlie Kloss. A branded integration across all print, digital, video, in-store display, and social platforms. 

Concept development, photography and design direction for a new look & feel for the Indigo brand. The seasonal campaign signified a shift towards a more elevated aesthetic that is both approachable, and aspirational. Campaign creative developed across all customer touchpoints: digital, email, social, and in-store displays.

The Stackt Market is an ever-changing retail experience made up of local and national brands, targeting millennial customers looking for unique ways to shop and connect.

Indigo set out to create an immersive book experience that would engage its customers to interact and explore summer reading in a whole new way. In partnership with the visual merchandising team and Stackt, I led my graphics team in the collaboration to design an environment that created the perfect marriage of books and outdoor space. Instagrammable moments, interactive listening stations, and curated reading lists created an engaging experience and resulted in the most successful Indigo pop-up shop to date.

As Creative Director of FASHION Magazine I led the visual direction of the FASHION brand from its print & digital executions, video, social media platforms, and marketing initiatives. I launched a successful redesign which generated an increase in readership by 13.5% and newsstand sales by 8%, created significant increase in traffic on fashionmagazine.com, and increased the Instagram following by 249%, more than tripling the following for the brand. The success of the rebrand pushed FASHION to return to it's #1 position in Canada.

Creative Direction of photography and design for Hudson's Bay campaign to launch Beauty Underground, a new concept shop in the Queen St flagship store. Beauty Underground was designed for the millennial customer on the go, breaking department store boundaries by adopting a boutique shop mentality and doing away with segmented department store brands. The shop is located in the underground pathway of the Toronto flagship leading to the busy subway system. Campaign took over the subway platforms throughout Queen and Dundas downtown stops, and the logo design and imagery created a branded environment in the store.

Creative direction of FASHION Magazine Instagram. Developed a brand aesthetic and new strategies for the Instagram feed. Increased quality of content, created a branded photography identity, added video and animations, introduced new cover reveal strategy and brand promotion, as well as an increase in frequency of posts, tagging and use of hashtags. The results: an increase in following by 249%, seeing growth in followers more than triple in numbers.

Creative Direction of photography and design for Hudson's Bay Fall campaign

Creative Direction of photography and design for Hudson's Bay men's and women's contemporary denim campaign.

As part of the overall campaign direction for a new look and feel for the Ann Taylor brand, I was responsible for redesigning their website to create an editorial voice and user experience for their customer. New design direction created a cleaner framework, additional ways to shop product, and new typography direction. Shown here is the pitch created for the new site, and the final outcome using the finished photography.

Creative Direction of photography and design for FASHION Magazine cover and editorial featuring Kate Bosworth. 

Art Direction and design for KIN Menswear digital fall lookbook

Design and photography direction for an editorial beauty section on thebay.com. New user experience giving the customer more informative ways to shop product and create user engagement. 

Launch of FASHION Magazine first ever FacebookLIVE Cover shoot and Interview with Hailee Steinfeld broadcasted on @fashioncanada FacebookLive, Instagram and Snapchat. Audience was invited to participate in the day by asking questions for Hailee through our social channels. Afterwards our audience was invited to vote for their favourite cover on fashionmagazine.com.

Digital design and creative direction of photography for specialty shop on thebay.com

Creative Direction of photography, and design for FASHION Magazine editorial shoot

Creative Direction of photography and design for Hudson's Bay beauty

Creative Direction of photography and design for FASHION Magazine editorial. 

Creative Direction of photography and design for FASHION Magazine cover and editorial featuring supermodel Soo Joo Park. 

Creative Direction of photography and design for FASHION Magazine editorial

Creative Direction of photography and design for FASHION Magazine cover and editorial featuring Olivia Palermo. 

Digital design and user experience for a new editorial section on thebay.com. Designed to increase user engagement and create new ways to shop product for the Hudson's Bay customer.

Creative Direction of photography and design for FASHION Magazine editorial shot on location in Los Angeles

Creative Direction of photography and design for FASHION Magazine. Modern Art story won 2016 P&G Beauty Award for Still Life Photography.

Creative Direction of photography, video and design for FASHION Magazine cover and editorial featuring Olivia Munn. 

Creative Direction of photography and design for FASHION Magazine editorial

Creative Direction of photography and design for Hudson's Bay campaign

I launched the first-ever LIVE photoshoot for FASHION Magazine which took place during the exclusive FASHION Magazine Awards event to celebrate Canadian Fashion. The photoshoot was an interactive experience where event attendees were able to watch firsthand an editorial shoot come to life. Afterward, guests were invited to participate in their own photoshoot using the photo set, and share their images on Instagram with the hashtag #fashionmagawards.

The live editorial shoot was broadcast throughout the night on Instagram and Snapchat, engaging the social audience to participate. The live photoshoot generated revenue for the event, by partnering with brands used in the shoot and selling sponsored content for social posts.

To round out our Toronto Fashion Week coverage, I commissioned a second photographer to shoot creative coverage of the runway shows and backstage. I then design the layout published in FASHION combining the images from both photoshoots.

Creative Direction of photography and design for Hudson's Bay Spring campaign

Creative Direction of photography and design for Hudson's Bay Summer 2015 campaign

Creative Direction of photography and design for Hudson's Bay menswear campaign

Creative Direction of photography and design for Lord&Taylor Holiday campaign