ART DIRECTION + MARKETING
- Curated and directed creative vision for photoshoots—from styling and wardrobe pulls to lighting concepts, HMU direction, posing and mood board development—across editorial and e-commerce formats (off-body images included)
- Curated and directed the full photoshoot process—from model casting, concept development, and styling coordination to on-set art direction and production management during shoot days. Oversaw post-production including image selection, retouching notes, creation of post-production documents, and delivery of final assets for various brand channels.
- Partnered closely with marketing to shape and elevate brand identity through concept-driven storytelling, hero product curation, seasonal mood boards, and strategic launch calendars
- Led graphic design and art direction across all visual touchpoints, including social, e-blasts, homepage refreshes, campaign decks, lookbooks, and merchandising linesheets
Impact:
Elevated brand storytelling and product positioning—boosting innovation, deepening audience engagement, and driving customer acquisition and sales growth.
Projects shown below were completed as part of my role at MICHI and are used here for portfolio purposes only.
SPRING SUMMER 2025
Location: Toronto (outdoor campaign)
For this story, we brought together Shazeeda, a yoga and fitness guide whose presence radiates grounded strength, and Anastasiya, a model whose elegance moves effortlessly between stillness and motion. Shot across two contrasting locations—one rooted in raw, coastal nature, the other set within the pulse of the city—the campaign traces a visual journey from shore to street.
The narrative unfolds like a summer day: fluid, sun-drenched, and alive. Movement becomes language—each gesture a quiet rebellion, each silhouette a celebration of feminine energy. The transition between landscapes isn't abrupt, but intuitive. As if nature and city were always in conversation. This campaign is an ode to that duality, to women who carry both softness and power, and to the freedom of expressing it all through motion.
The narrative unfolds like a summer day: fluid, sun-drenched, and alive. Movement becomes language—each gesture a quiet rebellion, each silhouette a celebration of feminine energy. The transition between landscapes isn't abrupt, but intuitive. As if nature and city were always in conversation. This campaign is an ode to that duality, to women who carry both softness and power, and to the freedom of expressing it all through motion.
SPRING SUMMER 2024
Location: Montréal (outdoor campaign)
With professional dancer Stacey on set, movement took center stage—each frame alive with rhythm, spontaneity, and emotion. Directed to dance freely, she moved with purpose and joy, allowing us to capture the raw energy that lives between beats.
The collection, a modern nod to Flashdance, reimagines studio-to-street dressing with versatile active sets that blur the lines between performance and everyday wear. It’s fitness meeting fashion—designed for women who move through life with intention and ease.
Flowing through city streets, Stacey becomes the embodiment of motion itself: joyful, powerful, and unapologetically expressive. This campaign is a celebration of that momentum—where gratitude fuels movement, and movement becomes freedom.
The collection, a modern nod to Flashdance, reimagines studio-to-street dressing with versatile active sets that blur the lines between performance and everyday wear. It’s fitness meeting fashion—designed for women who move through life with intention and ease.
Flowing through city streets, Stacey becomes the embodiment of motion itself: joyful, powerful, and unapologetically expressive. This campaign is a celebration of that momentum—where gratitude fuels movement, and movement becomes freedom.
SPRING SUMMER 2024
Location: Toronto (indoor campaign)
This campaign channels the unmistakable spirit of the '80s—gritty, romantic, and unapologetically nostalgic. Inspired by the timeless allure of Dirty Dancing, we layered the imagery with a soft, grainy filter to evoke that sun-faded cinematic texture, where every frame feels like a still from a dream.
Our casting centered around an androgynous model, chosen for their quiet strength and statuesque presence. Poses were stripped back—minimal, sculptural, intentional—allowing the mood and silhouette to speak louder than motion.
The result is a visual study in contrast: softness against edge, nostalgia against now. An ode to an era where emotion met elegance, and style was a statement made in stillness.
Our casting centered around an androgynous model, chosen for their quiet strength and statuesque presence. Poses were stripped back—minimal, sculptural, intentional—allowing the mood and silhouette to speak louder than motion.
The result is a visual study in contrast: softness against edge, nostalgia against now. An ode to an era where emotion met elegance, and style was a statement made in stillness.
RESORT 2025
Location: Toronto (indoor campaign)
APRÈS ESSENTIALS is designed to move you—literally and emotionally. Pieces that invite you out of your head and into your body, where presence takes over and movement becomes meditation.
This campaign explores the delicate balance between refinement and edge, a dance between grace and boldness. We cast Allie Goodbun, a professional dancer with Moulin Rouge, whose presence captures both power and poise. Against a stripped-back set and under sharp, sculptural lighting, her movements became architectural—each pose a moment of control and release.
From the studio to the street, the collection is an invitation to move with confidence and clarity. It's about reclaiming your rhythm, expressing your strength, and feeling everything along the way.
This campaign explores the delicate balance between refinement and edge, a dance between grace and boldness. We cast Allie Goodbun, a professional dancer with Moulin Rouge, whose presence captures both power and poise. Against a stripped-back set and under sharp, sculptural lighting, her movements became architectural—each pose a moment of control and release.
From the studio to the street, the collection is an invitation to move with confidence and clarity. It's about reclaiming your rhythm, expressing your strength, and feeling everything along the way.
CORE COLLECTION 2024
Location: Toronto (indoor campaign)
This campaign captures the quiet power of timeless activewear—where design meets intention, and every detail is considered. Focused on texture, silhouette, and refined styling, the visuals are stripped of excess, allowing the garments to speak through form and function.
Minimal, static poses become statements in themselves—controlled, modern, and sculptural. Shot under sharp, directional lighting, each frame highlights the interplay between performance and aesthetics.
It’s a study in restraint and precision. A celebration of activewear that transcends trend—built for movement, but grounded in style.
Minimal, static poses become statements in themselves—controlled, modern, and sculptural. Shot under sharp, directional lighting, each frame highlights the interplay between performance and aesthetics.
It’s a study in restraint and precision. A celebration of activewear that transcends trend—built for movement, but grounded in style.
FALL 2024
Location: Toronto (indoor campaign)
Inspired by the iconic world of Studio 54, this campaign is where freedom of movement meets making a statement. A love letter to the euphoric escape of ’70s disco—where music, motion, and self-expression collided under the shimmer of a spinning mirrorball.
We cast Sarah Caamano, whose electric presence and instinctive movement embodied the spirit of the era. Her performance radiated pure, unfiltered joy—an invitation to lose yourself, to feel more, to move like no one’s watching.
Shot with intention, each frame channels the magic of disco’s golden age: bold, radiant, and alive with possibility. This is a campaign designed to sweep you off your feet—and remind you that freedom begins the moment you start to move.
We cast Sarah Caamano, whose electric presence and instinctive movement embodied the spirit of the era. Her performance radiated pure, unfiltered joy—an invitation to lose yourself, to feel more, to move like no one’s watching.
Shot with intention, each frame channels the magic of disco’s golden age: bold, radiant, and alive with possibility. This is a campaign designed to sweep you off your feet—and remind you that freedom begins the moment you start to move.
PREFALL 2024
Location: Toronto (indoor campaign)
Classic ballet lines meet contemporary motion in this campaign starring actress and former dancer Katerina Mellor—redefining elegance through strength, precision, and presence.
Rooted in the discipline of dance, her movement becomes a language of self-expression: poised yet powerful, refined with a retro edge. Each gesture speaks to a lifetime of training, now reimagined with a sense of rebellion and ease.
The collection mirrors this duality—chic, comfortable pieces designed to flow effortlessly from one moment to the next. A celebration of control and freedom, of structure softened by motion. This is elegance in motion, for a life in constant transition.
Rooted in the discipline of dance, her movement becomes a language of self-expression: poised yet powerful, refined with a retro edge. Each gesture speaks to a lifetime of training, now reimagined with a sense of rebellion and ease.
The collection mirrors this duality—chic, comfortable pieces designed to flow effortlessly from one moment to the next. A celebration of control and freedom, of structure softened by motion. This is elegance in motion, for a life in constant transition.