ART DIRECTOR & CONTENT PRODUCER

Wife Pleaser Launch 

art director, photographer, web assets designer, packaging designer, copywriter


This project marked the debut of Charles Mackenzie, a Canadian heritage brand reimagining basics. Their mission? To craft the perfect tank top—the Wife Pleaser—using premium Dutch materials to elevate an everyday essential into a luxurious, timeless staple.

I led and created photographs, social content, web assets, package designs (mailers, neck tags), and copywriting, ensuring every element told a cohesive story. The challenge? Balancing heritage with modernity while positioning a simple piece as a must-have for fashion-forward consumers. The result? A sold-out collection in four weeks, with a high-impact visual campaign that gained strong traction on social media.














ART DIRECTION + CASTING

KUVRD Heritage Pottery Collection

art director, caster, copywriter

Bringing this collection to life was a dynamic challenge—I led art direction and production, coordinating an international team in Jordan while based in Canada. I cast models, scouted the photographer and set designer, and developed the moodboard to shape the visual narrative. Managing calls, timesheets, and logistics, I ensured a seamless production, resulting in a campaign that beautifully captured the essence of the collection. Additionally, I wrote product descriptions that highlighted the collection’s storytelling.