My approach to photography and art direction is rooted in storytelling and concept development. I love shaping visual narratives—from the initial spark of an idea to the final composition—through moodboards, lighting, styling, and framing. Every shoot begins with a clear creative vision that aligns with the brand’s identity and emotional tone. I focus on crafting imagery that feels intentional, authentic, and visually cohesive, whether it’s for a campaign, editorial, or personal project. By combining strong conceptual thinking with meticulous attention to detail, I aim to create photographs that not only capture attention but evoke meaning and connection.
Select links below to explore different projects
Tili Beauty Box
I served as art director for the majority of these shoots, and when I couldn’t be present, I created detailed art direction documents to ensure the visuals aligned with my vision. These images were for the beauty box project I helped create. My goal was to achieve simple, classic photography that showcased the products while incorporating colors that complemented the box itself, maintaining a cohesive and visually appealing brand presentation.
Promotional Imagery
I created promotional photography for TV shows, including dedicated pages that sold products featured on the shows, as well as behind-the-scenes content for social media. For the brand ambassadors project, I collaborated closely with ambassadors to ensure satisfaction with the final images and brand pages, coordinating multiple meetings to guarantee smooth launches and post-show content, as these were high-profile figures. For other campaigns, I worked with presenters, models, and photographers to art-direct shots that maintained consistency across all platforms, ensuring cohesive visuals for both adverts and shows.
Beauty Trends
These images were based on original concepts developed by me and my copywriter, inspired by quarterly beauty trend research. I handled all art direction for the imagery, bringing both imaginative and straightforward concepts to life. These projects were particularly rewarding as they were entirely my own ideas, allowing for experimentation and creative freedom. Collaborating with beauty buyers, planners, merchandisers, copywriters, photographers, makeup artists, models, set dressers, motion graphics, and videography teams, I coordinated across departments to ensure every element came together seamlessly, with the support of my project management planner.
Blogs Imagery
These images were primarily created for blog content and fashion trend campaigns featured on the website. For blog shoots, I personally captured the photography using my phone, collaborating closely with fashion buyers, copywriters, and presenters to achieve the desired look and storytelling. With no dedicated budget, I took the lead on location scouting and composition, making the most of the natural surroundings around our office in Chiswick Business Park. For larger trend campaigns, I provided art direction to professional photographers, working alongside set designers, fashion executives, and designers to ensure every element—from clothing and accessories to lighting and styling—aligned cohesively. This process required extensive collaboration to maintain visual consistency and deliver impactful, on-brand imagery across all campaigns.
Fragrance Quiz Imagery
These images began as illustrations created by another designer, which were then enlarged, cut out on coloured card, and arranged around the fragrance bottles. This project was a team initiative to create visually compelling content that would entice customers to purchase fragrances. I proposed the photography concept, pitched it to the team, and secured approval before moving forward. Once approved, we organised the fragrances into groups, which informed the colourways used in the final images. The end result exceeded the initial sketches, demonstrating the power of thoughtful staging and creative collaboration.
Food Photography
The images below showcase food photography that I directed. My first shoot taught me that food photography is more complex than it appears, with many subtle elements affecting the final image. I learned a great deal from these shoots, working closely with the set stylist and the chef, which helped me understand lighting, composition, and styling to make the food look its best.
