Rolling Greens — Product Story & Campaign Direction
Campaign Concept
Directed the concept and visual storytelling of a seasonal product campaign, shaping the narrative from sourcing and product selection through to content creation and digital rollout. The campaign blended vintage and newly developed pieces into a cohesive collection rooted in materiality, tone, and form.
My Role as Creative Director
Led campaign concept and visual direction | Art directed product and lifestyle photography | Partnered with the buying team on sourcing and curating the product selection | Directed content creation across e-commerce, social, and marketing channels
A Curated Collection
Collaborated with the buying team to source and curate product, ensuring alignment with the brand’s visual identity and seasonal direction. The assortment combined vintage pieces, reproductions, and newly developed designs into a cohesive, story-driven collection.
Showing The Process: Sourcing & Selection
Sourcing
Product Selection
Receiving Collection
Product & Campaign Imagery
Led the art direction and styling of product imagery, defining a cohesive visual language rooted in materiality, tone, and sculptural form. The work unified vintage, reproduction, and newly developed pieces into a refined, editorial campaign system.
Campaign Rollout & Digital Extension
Extended the campaign across digital and physical touchpoints, translating the visual language into motion, web, and in-store experiences. From short-form video to website and merchandising, the rollout maintained a cohesive narrative across all brand interactions.
Motion & Social
