Beauty, Food & Wellness Aesthetics for the Modern Ritual
My work in this integrated space focuses on elevating brand identity and cultivating aspirational storytelling. I specialize in translating the embodied power of a product—its texture, light, and materiality—into a cohesive digital brand system. From heritage icons like Elizabeth Arden to contemporary disruptors like KINLO and Four Sigmatic, I direct visual worlds that feel both elevated and approachable, connecting product benefits with a premium lifestyle.
This section reflects my holistic approach to wellness art direction, where the boundaries between skincare, nutrition, and daily ritual dissolve. I believe the tactile luxury of a heritage cream and the vibrant vitality of a whole-food ingredient share a singular visual language. By centering botanical integrity and sensory storytelling, I architect worlds that feel vital, organic, and deeply resonant. These projects represent a 15-year commitment to defining what luxury wellness looks like across every digital touchpoint.
Key Expertise: Sensory Art Direction, Skin Care, Holistic Wellness, Botanical /Culinary Styling, & Visual Identity.
I. KINLO by Naomi Osaka
The Work: I led the art direction/styling and visual identity for this sun-protection launch of a groundbreaking brand by a black tennis icon, focusing on the intersection of melanated skin health and an active lifestyle. My work involved creating a grounded and earthy visual system that translated across global digital platforms, ensuring brand integrity while speaking directly to a modern, diverse audience.
My strategy for KINLO centered on defining a social-first aesthetic that balanced clinical skin-protection benefits with vibrant, editorial storytelling. I collaborated with the team on the visual architecture of the launch, ensuring every asset felt consistent with Naomi Osaka's personal brand while driving high engagement across e-commerce and social feeds.
II. Elizabeth Arden
The Work: I managed meticulous prop styling and set direction for this heritage beauty icon, emphasizing the tactile luxury of the product. My approach centered on highlighting botanical-forward ingredient textures and intentional product placement to create an elevated, aspirational atmosphere for digital and print campaigns.
My strategy for Elizabeth Arden focused on modernizing a legacy brand’s visual narrative without losing its heritage appeal. I utilized high-contrast lighting and macro-texture photography to create a premium digital experience, defining the product's hero status across e-commerce and social storytelling platforms.
2018 Collection Launches:
March On | Red Door Red: I styled the signature lipstick for this global campaign featuring Reese Witherspoon, focusing on the iconic red shade as a symbol of women’s empowerment.
Retinol Ceramide Capsules: I directed the visual narrative for the Line Erasing Night Serum launch, utilizing precision lighting to highlight the innovative, single-dose capsule technology and texture.
My Fifth Avenue Fragrance: I composed the environmental sets for this fragrance launch, using the scent’s botanical ingredient elements and crisp lighting to evoke the energy and sophistication of the New York City skyline.
III.Four Sigmatic - Magical Mushroom Wellness
The Work: I led the art direction and prop styling for this foundational Four Sigmatic campaign, focusing on the intersection of functional wellness and daily ritual. I created a visual language that highlighted their successful use of mushrooms and raw, organic ingredients while maintaining a premium, retail-ready aesthetic.
My strategy for Four Sigmatic focused on making functional wellness feel approachable and vital. By balancing earthy textures with clean, modern digital layouts, I helped the brand’s identity resonate across e-commerce platforms and social-first marketing campaigns. Originally conceived and styled in 2019, these visual assets have proven so effective and timeless that the brand continues to utilize them as core marketing imagery in 2026.
IV. Daily Harvest - Subway Campaign
The Work: I directed the set styling and color-driven photography for Daily Harvest’s NYC subway billboard campaign, emphasizing the vibrancy and integrity of deliverable, whole-food ingredients. I managed the creative process to produce imagery that felt fresh and optimized for high-speed digital consumption.
For Daily Harvest, I utilized bold, monochromatic backgrounds and sharp lighting to amplify the quality of the product. This digital-first approach kept the assets high-impact and recognizable in a crowded social media landscape, supporting the brand's position as a leader in convenient, healthy living.
