Manduka State of Becoming Campaign
Led the Go-to-Market strategy and creative direction for Manduka’s Spring 2024 launch campaign. Developed and directed the concept for photography and video content, including the vision for locations, casting and styling. Strategically breaking from the “New Year, New You” messaging clichés typical of the wellness world in January, this campaign embraces the process rather than the outcome, celebrating the messy and courageous journey of growth.
Lifestyle Photographer: Mark McInnis / Product Photographer: Renee Wymer / Videographer: Matt Kleiner / Client Creative Director: Erica Shaw
TOMS Shoes Unity Campaign
Led concept development and creative direction for the TOMS Unity collection campaign. To communicate a message of inclusivity and love, the campaign features and elevates real people from the LGBTQIA2S+ community. The hand-painted photo backdrop was inspired by the Pride flag, and was used both as an upright vertical backdrop and as a flat horizontal set for product photography.
Photographer: Al Noelle Walter / Art Director: Jessica Masters / Designer: David Hercules
TOMS Shoes x Marvel Campaign
Led concept development and creative direction for the TOMS x Marvel collaboration. The beloved Marvel franchise is celebrated through visual cues that nod to Marvel’s vintage heritage while infusing creative with a modern energy. The campaign comes to life through comic book textures, superhero costume colors and geometric Gotham-like propping and layouts.
Photographer: Al Noelle Walter / Art Director: Jessica Masters / Designer: David Hercules
Noble House Hotels Road Trip Campaign
Assisted with campaign concept development and marketing strategy and led creative execution. This social media driven campaign was designed to boost brand awareness and grow followers on social media. By partnering with Turo to host a contest to discover and reward aspiring travel influencers, Noble House achieved its desired performance metrics – a 41% increase in Instagram followers – and the campaign garnered a Bronze 2022 HSMAI Adrian award in the Digital Social Media/Social Networking category.
Social Agency: Wagstaff Marketing Creative Director: Jessica Masters Marketing Manager: Kara MacIntosh
Prana 100% Organic Cotton Campaign
Led concept development and art direction to support Prana’s milestone moment – reaching 100% organic cotton across its entire product offering. This multi-faceted campaign communicated a sustainability message at every touchpoint, such as the retail windows which featured Prana’s organic cotton icon brought to life with upcycled denim material and raw organic cotton.
Photographers: Chris Burkard & Russell Holliday at Burkard Studios / Photo Art Direction & Retail and Wholesale Art Direction: Jessica Masters / Designers: Kelsey Towne, Kathy Hansen, Kathya Fredricks, Liya Enikeeva, Ryan Dunek
