Editorial
360° Campaign
Paid Campaign
Invitations & Stationery Design
Illustration
Conversion Rate Optimization
eCommerce
Event Design
Packaging Design
Styling
Branding
UX/UI
Art Direction
Email Marketing
Social Media
Motion Design
Graphic Design
La Valencia
For a epicurean editorial campaign highlighting La Valencia's ultimate wedding catering I worked with chef James Montejano to capture decadent dishes on exquisite serveware by L'Objet. Photography by Scott Lawrence.
Dapper Dandy Dinner Party
For a very special high school grad party I created a Dapper Dandy Dinner Party themed event inspired by the grads love for fashion. With a haberdashery decor vibe, I incorporated the vintage theme into the stationery, invitations and masculine tabelscapes featuring unexpected props and oddities. From a hot cookie bar, to rapper Ne-Yo performing, the event was a huge success for some very lucky grads on the roof of the London Hollywood hotel.
Love, Laughter & Smiles
For a 40th birthday party in upstate New York I created a bold, contemporary design that reflected the clients personality. With a focus on branding the event down to the tinyest detail, I focused on her signature ‘Love, Laughter & Smiles’ motto and carried it throughout every aspect. From the letterpresses invitations, custom printed pillow fabric, servers uniforms, mobile candy bar & even custom designed pizza boxes handed to guests as they left, I made sure no detail was left unturned. I collaborated with Chef Peter Callahan, famous for making the ‘minis’ a huge sensation on the NYC catering scene. This event was featured on 100 Layer Cake blog.
Thanksgiving Glam
I directed and styled a Thanksgiving/Harvest-themed shoot for Cucina Urbana, featured in San Diego Magazine. Drawing inspiration from the restaurant's bold interiors and farm-to-table menu, I designed a modern-glam tablescape with a burgundy and wine-stained color palette, including hand-dyed 'wine-stained' napkins. The bold table setting also incorporated elements of 70s retro style. This shoot was prominently featured in the magazine's special culinary edition and successfully used in print campaigns for the Urban Kitchen Restaurant Group.
Snakeoil Cocktail Co.
I directed a styled cocktail shoot for a collaboration between Alchemy Fine Home and Snakeoil Cocktail Co., featuring holiday cocktails in Neptune glassware. The shoot, characterized by its rock-n-roll edge and bold, high-contrast photography, produced stunning images that were widely featured across culinary and cocktail blogs as well as Instagram. This viral social campaign resulted in a 237% increase in glassware sales for Alchemy Fine Home.
Brighton
As a freelance art director for Brighton, I produced special edition magazines for their customers. I directed and coordinated over 15 shoots, managing everything from model selection and beauty teams to photography and locations. We shot in iconic Los Angeles spots, including historic sites and Hollywood Hills homes, aligning each shoot with key fashion stories. I also designed the magazine layout and collaborated with the copywriter. These magazines were highly successful and became collector's editions for Brighton's loyal customers.
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Underwater Asian Zen
I designed and coordinated this spectacular La Jolla wedding with ‘Asian Zen Ocean’ theme. From custom wood flooring, drapery and bespoke furniture & centerpiece designs, every aspect that I designed was tailor made for this event. The special evening boasted a 30 foot dessert table, 15-piece band and a Michelin star chef catering the fete.
Email Marketing
Bold colors, vibrant images and expert designer tone of voice with playful undertones is the brand image Alchemy Fine Home wants to portray. I improved CTR and engagement by over 23% YOY by testing new templates and motion graphics.
Video Ads
I directed key video advertisements for evergreen and product spotlight campaigns for Facebook and Youtube Shorts. These video ads received a 68% higher CTR than their static counter parts and resulted in a 37% higher ROAS.
Quiet Luxury
Alchemy Fine Home partnered with influencer @LauraMurrayatHome for a 360° curated collection campaign to showcase her elevated neutral style. With a Midcentury European flair, we captured her understated essence with a sleek campaign contrasted with bold burl wood to convey timeless luxury. The campaign was featured on the homepage, as an email campaign, & Instagram while the video was ran as a Pinterest and Youtube ad. The email campaign boasted an impressive 9.3% CTR and the video campaign got above a 3% CTR on paid channels resulting in a 7.8x ROAS.
Bold Black Decor
I created a 360° evergreen campaign for a curated a collection of Alchemy's best selling black furniture & decor. With bold motion graphics and a designer-curated aesthetic, this campaign achieved a 320% above average ROAS on Facebook which grossed over $1.3 million during its run. With such success, it now lives as part of the ongoing welcome email flow and continues to outperform its peers on all organic and paid channels.
About the Brand
To enhance brand value and shorten the customer purchase cycle, I developed a comprehensive 'About the Brand' email to follow the initial welcome email, which includes a discount offer. This email features a bold and sophisticated design paired with compelling copywriting, effectively conveying the narrative of a luxurious, high-quality brand that customers can trust. Our A/B testing revealed that this revamped email not only generated revenue but also significantly boosted the conversion rates of subsequent emails in the welcome sequence.
Mistral
As Art Director for Mistral Soap, I designed vintage apothecary-style packaging with botanical illustrations. I oversaw the printing and production of all packaging, including labels, cartons, and presentation boxes. I also directed the photoshoots for brochures, trade show signage and catalogs. Under my leadership, sales increased by over 235%, and we secured key clients like Anthropologie and Nordstrom.
Epicurean Editorial
For a Valentine's-themed culinary photo session titled "Shot through the Heart" for San Diego Magazine, I collaborated with Chef Andrew Spurgin and Snakeoil Cocktail Company. The shoot, which featured on the magazine's cover, showcased decadent dinnerware, a custom steel arrow, and a bold heart-shaped floral centerpiece by Isari Flower Studio. The overall design exuded a sexy, dark mood rich with color. Photographer: Paula Luna
Once Upon A Bride
I conceived and directed a ‘Once Upon a Bride' fairytale themed bridal fashion photoshoot for designer Tara Latour that was featured in several wedding publications. With a slightly dark and gothic undertone, the low saturation style of photography helped to convey this darker, edgier tone contrasting it’s light fairytale theme. Exploring inspiration from Snow White, Sleeping Beauty, Rapunzel, & Little Red Riding Hood made this whimsical shoot a fantasy! Photographer: John Schnack
BHLDN
I had the pleasure of art directing and teaching art direction and styling to photographers across Europe. This shoot 'Terra e Mare' was shot in Tuscany with photographer Mike Larson.
Art History for Brides
I designed a series of shoots called 'Art History for Brides' where I explored classical genres. This was a renaissance themed bridal fashion photoshoot we shot at a winery in Temecula featured in San Diego Brides magazine for designer Allyson Simone. Photographer: Paula Luna.
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