02 Erewhon Market
Influencer Drink Collaborations
Role Art Direction & Photography
Objective
Directed the overall look and feel, establishing a strong foundation for all shoots, while leading the photography to highlight influencers and celebrities for an exclusive monthly collaboration drink. Collaborated with their teams to create assets for social, email promotions, and web channels, plus an early access launch through the Erewhon app. That resulted in high social engagement and strong sales for the drinks each month.
Private Label
Role Art Direction & Photography
Objective
Led the art direction for the visual strategy behind the capture and promotion of all new products, ensuring a cohesive and impactful aesthetic across multiple channels. This included paid ads, email campaigns, social media, the Erewhon app, and the website. My approach was focused on creating a high-level, consistent brand imagery that fit into the luxury space all while driving engagement and reinforcing the product's presence across every touchpoint.
Role Art Direction & Photography
Objective
Led the art direction for the visual strategy behind the capture and promotion of all new products, ensuring a cohesive and impactful aesthetic across multiple channels. This included paid ads, email campaigns, social media, the Erewhon app, and the website. My approach was focused on creating a high-level, consistent brand imagery that fit into the luxury space all while driving engagement and reinforcing the product's presence across every touchpoint.
Erewhon Holiday ‘24 Campaign
Role Art Direction & Photography
Objective
Led the overall direction for this shoot, overseeing casting, location scouting, and defining the overall aesthetic. With Erewhon based in Los Angeles and positioned at the intersection of luxury and health/wellness, it was crucial to capture that balance. The shoot featured new imagery of brand new products, private label food and drink items plus curated selections by their in-house culinary team. All assets were designed to be used across their digital platforms, including social media, email campaigns, the Erewhon app, and the website.
Role Art Direction & Photography
Objective
Led the overall direction for this shoot, overseeing casting, location scouting, and defining the overall aesthetic. With Erewhon based in Los Angeles and positioned at the intersection of luxury and health/wellness, it was crucial to capture that balance. The shoot featured new imagery of brand new products, private label food and drink items plus curated selections by their in-house culinary team. All assets were designed to be used across their digital platforms, including social media, email campaigns, the Erewhon app, and the website.
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