Harrods x Ground Up Collection
I served as the lead photographer and videographer, overseeing the full visual execution of the campaign. From location scouting and concept development to directing on-set visuals, I was deeply involved in every creative step. I was responsible for capturing all key photography and video assets, ensuring each frame aligned with both Ground Up’s brand identity and Harrods’ elevated aesthetic. My work informed the look and feel across digital, e-commerce, and social channels, delivering a cohesive and premium visual narrative. This campaign was a hands-on, end-to-end creative process where I played a pivotal role in bringing the vision to life.
Back To School Hello Kitty x Ground Up
For the Hello Kitty x Ground Up Back-to-School campaign, I served as the sole photographer and videographer, capturing all visual assets from start to finish. This campaign celebrated our new collaboration with Hello Kitty and was designed to spotlight fun, feminine energy, perfectly timed “for the girlies” heading into the school year. My work was featured prominently across digital platforms, with standout placement on the Foot Locker Times Square flagship store billboard. From styling the shoot to directing the visual tone, I ensured that the content was playful, polished, and aligned with both brand identities.
Never Stop Exploring
Ground Up x Marvel
I collaborated with the marketing team during the early concepting phase of this campaign, contributing to storyboarding and helping define the visual tone. I was actively involved in creative brainstorming that shaped the direction of the video and supporting visuals. Final assets were featured across social media, web banners, and the Foot Locker Times Square Billboard.
The campaign resulted in a 79.2% increase in Instagram viewership, 152.4% boost in reach, and 30% following increase for Ground Up.
