Conceptual Shoots

As Art Director on multiple campaigns for Sally Hansen, I led the creative from concept through to final delivery, developing visual direction, overseeing execution, and ensuring everything felt elevated, modern, and on-brand. With a small, nimble team, we created content designed for social, shopper, and digital, often pushing well beyond the original scope.

Each campaign brought its own creative twist. For Valentine's Day, I crafted a bold, self-love-inspired concept anchored in vibrant florals and fresh composition. Another shoot centered around an unexpected charcuterie theme which I helped execute in a playful, polished, and visually delicious, all while staying true to the nail polish brand’s world.

On set, I led the creative direction, collaborating with the photographer, stylist, and talent to bring each vision to life. With fast timelines and tight budgets, smart decisions and pre-planning were key to delivering high-quality visuals without compromise.

The client loved the outcome, offering minimal feedback and trusting us to deliver. The visuals were rolled out across platforms and helped bring a fresh, personality-driven lens to Sally Hansen’s storytelling.

Concept Development · Visual Direction · On-Set Art Direction · Execution Oversight