I joined By Terry Paris as Head of Creative to lead its evolution into a modern luxury beauty brand, all while staying true to its rich heritage. My role was all about crafting a unified, 360-degree creative vision—from refreshing brand guidelines to shaping campaigns, visuals, and a cutting-edge social media strategy. By the end of 2024, we grew the brand’s following to half a million, driving both impact and influence.

This project marked a complete digital and visual transformation for Belstaff, culminating in the launch of a fully responsive website that redefined its online experience. To celebrate the launch, we created a dynamic campaign featuring David Beckham, with striking full-frame visuals designed to enhance the new platform.

In partnership with Refinery29, we created the We Are Many Collection to celebrate female beauty in its raw, un-retouched form.
From beauty and fashion to wellness, we crafted briefs that explore what it means to be a woman today—no filters, just authentic, unfiltered depictions that reclaim the narrative.

The Hailey Rhode Bieber campaign for Topshop was part of an exclusive series spotlighting influential voices that embody the brand’s essence. In a candid interview, Hailey shared her personal style and how she brought Topshop’s latest collection to life. With a global audience in mind, the campaign made waves across social media, online platforms, and Topshop’s bi-annual zine, capturing attention and sparking conversation.

As part of the groundbreaking Topshop x Google collaboration, which reimagined fashion shows with live-streaming, Google model cameras, and instant shopping, my role centred on building buzz through authentic, engaging social content.

I worked closely with Cara Delevingne, capturing low-fi, unpolished snapshots as she took over Topshop’s flagship store, made guest appearances at Google HQ, and connected with fans via backstage moments and Google Hangouts. These raw, behind-the-scenes visuals were designed to feel real and relatable, creating a stronger connection with users. By crafting dynamic posts for both brands, I helped bring the project to life online, showcasing how tech and fashion could merge to create an immersive, next-level experience.

Project #ShowUs, is the world’s largest inclusive image library with 10,000+ unretouched photos from 39 countries, created by female-identifying and non-binary photographers.
Through a global campaign, it disrupted stereotypes, inspired brands like Apple and Adidas to license inclusive imagery, earned 40 awards (including Cannes Lions), and achieved 80% downloads in 60+ countries—continuing to challenge beauty norms and drive change in media worldwide.

In collaboration with photographer Campbell Addy, this campaign featured 42 portraits that redefined beauty standards and celebrated diversity.
Activated across media partnerships, social platforms, print, and events, it culminated in a panel at Cannes Lions with Campbell, Lena Waithe, and Piera Gelardi. Titled Seeing is Believing: The Power of Repicturing Stereotypes.

This series explores vulnerability and the shifting human form. Collaborating with acrobats and dancers, we stepped away from perfect, polished movements to capture raw, real moments between choreographed sequences. The result is a narrative of resilience and pushing boundaries.

The concept for the Levi’s Spring Campaign embraces a bold, diverse cast that captures the brand’s timeless rebellious edge. We highlighted raw attitude and the perfect fit, showcasing the variety of styles and personalities that define today’s generation of wearers.