About me

Over the last seven years, I’ve worked to implement global photography and styling image standards for both own brand and multi-brand fashion companies. My main expertise is within the ecommerce department art directing high volume shoots with end-to-end direction, from photography conception, lighting and directions, casting brand appropriate models, styling looks, briefing H&MU, image selection and overseeing post-production and retouching. In all of my positions, I’ve always bridged the gap between the Creative Director and wider commercial teams to ensure a more strategic connection between creative and commercial looks via competitively dynamic images. I have a strong understanding of the balance needed between creative and operational business needs, ensuring my work is methodical but also adhering to brand guidelines and fulfilling the creative brief.

QuestionsProjectsExperienceTeam

Projects

• 8

  The Fall magazine editorialMy latest styling work. THE FALL Fashion & Beauty: New digital-only fashion shoot for Spring/Summer ‘19 - ‘Le Printemps’.
• 1

  London Fashion Week AW19Behind the scenes photography art direction with photographer Suleika Mueller
• Pringle of Scotland EcommerceArt direction and styling for ecommerce photography
• 7

  Styling and art directionPersonal styling project with photographer Min Ryu
• Mulberry AW16 capsule collectionStill life product styling and on-set art direction.
• 2

  Mulberry AW16Working with Mulberry's in-house Image Team across all elements of the campaign, from product sample coordination, prepping styling product, production support and post-production management; liaising with retouch team, marking up retouch comments, reviewing proofs across colour matching, retouch and signs off.

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Projects credited in

• 14

  Nominet Digital NeighbourhoodThe problem: As the holder of all co.uk domains, Nominet need to create a more vibrant digital economy if their business is to grow. So our challenge was to help them create a more vibrant digital economy. We knew that it was key to support SMEs if we were to impact the UKs digital economy due to them being such a high % of UK business. We also knew that there were many programmes already trying to achieve this, such as Google Garages. So what could we do that would be different. Through research we saw that the majority of existing programmes are focusing on training and skills, but missing the point that SMEs struggle with digital because they lack the time. This brought the challenge of how do we make a positive impact on SMEs time? And this is where the second point that we focussed on arises. Young people. We knew that youth unemployment was an issue, not having experience in the workplace was an issue. Work experience as it currently exists is broken, as it's built on networks. But this means it doesn't benefit young people from more deprived areas.  These young people have ambition but lack opportunity. They also have native digital skills and time. Therefore they are a natural fit to support SMEs with digital skills whilst gaining experience. The solution: Create an experience exchange. An experience that gives mutual benefits to the SMEs and young people. We trained young people to professionalise their native digital skills, then matching them with SMEs, allowing the young people to support the businesses by working on, or creating their digital channels whilst also imparting digital knowledge. An exchange that gave the SMEs time, and gave the young people experience in a business. We are running Digital Neighbourhood across 4 locations in year 1 - Leeds, Glasgow, London and Cardiff. Focusing on areas of deprivation within these cities, as this is where youth unemployment is most problematic. In total this year we will train 120 young people and over 60 SMEs, with the plan next year being to tool kit the programme so other businesses can run similar experiences.

Work history

Creative Ecommerce ConsultantPringle of Scotland
Sep 2018London, United KingdomFreelance
Providing online styling and art direction for ecommerce imagery
StylistThread
Aug 2018London, United KingdomFreelance
Providing freelance support to full-time stylists at Thread.

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Skills

• Brand Styling
• Model Casting
• Creative Art Direction
• Ecommerce
• Adobe Indesign
• Basic Photoshop
• CMS Experience
• Fashion Production
• Art Direction

Education

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(BA hons) Creative Southampton Solent University
Oct 2006 - Oct 2009Southampton, United Kingdom
Writing Fashion and Culture

Awards

Transform AwardsMcCann London
The campaign I produced at McCann London for Business in the Community won GOLD for 'best use of photography' and the Transform Awards
Wella SymposiumDrum
Nominated fro DRUM award for Wella Symposium event