The Why Creative

Huge thanks to .ray for workshopping the copy with me for my (very complex) rebrand ❤️

Because we are all complex beings in our imperfect perfection😜

This rebrand and the messaging therein is all about honoring the beauty in our uniqueness — reflecting back where people/businesses/buildings come from. How should they look, what are the smells and tastes? What drives them? How can we take all that juicy knowledge and translate that into brand design, meaningful strategy, and attainable growth plans!?

New commercial work done with for a luxury fitness & performance brand.

What I loved about this project was something that is common to most hiring and thus photographers….

There is no time to plan and thus becomes the sole job of the content creator. In a pinch, I was called to jump in with creative direction for a shoot that afforded me no site visit, no teams, no prep, and no props. NO PROBLEM! 💡

What I love about being a creative director (and art director producer combo) is that I see so much potential around me. There is lots to work with using what’s immediately available. All I needed to do was look around and add my polish. 👁️

Rachel and I are such a great duo for this level of improvising. Imagine what we could do with proper timing. 🤩

CONTENT CREATION, JUST FOR FUN
Back in the fall I felt a desire to externalize a bunch of ideas I had in my head.

I booked the space, I called on some friends, and starting putting all those explorations to paper.

What came out was magic; and not magic in the client deliverables sense of the word... just a flow that felt generative to me, the photographer, and the talent. Nobody but us mattered.✨

FUN TIDBIT: We all marveled at how high concept fashion art could be so...subjective. So for that 3rd shot, we wanted to give Tommy a prop for his hands. We looked around the room and found a piece of packing paper in the recycling bin. We fashioned it into a ‘man bag’ and there ya go! 📸

Photographer & Editor:
AD/CD/ Stylist: moi 🙋🏻‍♀️
Talent:

HANDS DOWN, FAVE CREATION WITH on 📸

Not everyone who partakes in cannabis is a degenerate. In fact, many are CEOS, lawyers, and teachers. So how can we position fun and entertainment in balance with one another.... you call in an editorial artist.

We call this:
‘ENJOY RESPONSIBLY’ with