Brand Creative Lead
BASED IN DALLAS, TX
TK wecreate
As a way to continually learn and improve our creative chops outside of our "day job" responsibilities, my husband and I have worked together on several projects through our freelance collaboration, TK WeCreate. We both enjoy building brands and have tapped into one another's skills in various creative media – including web design, illustration, and animation – to produce work we are proud to have been a part of.
chewy made
I was lucky to begin my time at Chewy right as the PDP Creative Team was being tasked with developing how to photograph and design for the new Private Brand, Chewy Made. The goal was to emphasize the premium nature of the product and provide as many key benefits within the carousel as possible. Our team truly built the visual language in the PDP space from the ground up maintaining consistency across categories.
chewy Made epdp
In addition to spearheading design direction for the Chewy Made product carousels, I was responsible for developing how the new brand would translate to ePDP (Enhanced Product Detail Page) content across multiple categories. Chewy's standard templates for ePDP were extremely limiting visually, and not in-line with the premium feel we had created for PDP, so I worked cross-functionally with our web team to find a way to show content that was worthy of the brand.
FOSSIL
Detail, detail, detail – art directing for Fossil required a lot of attention to details, but I still wanted to make things as bold and dynamic as possible with the use of props, varied environments, and color.
In addition to photography direction, I had the opportunity to think outside the box and pitch big ideas beyond the norm for brand collaborations, including Formula 1, and Minecraft.
NEIMAN MARCUS
During my time at Neiman Marcus, I had the opportunity to help shape the campaign lead role at the company. Myself and a few other leaders developed the overall campaign concept, photography direction, and design for each seasonal campaign and any sub-campaigns that were supporting storylines. We presented and rolled this out to cross-functional teams as well as supervised execution – from store windows to online and The Book, and everything in between.
HOLIDAY 2018
I had been wanting to collaborate with Molly Dickson on an animated project for several years, and finally got my chance for holiday 2018. She and I worked together to come up with short animation concepts based on key merchandise categories that were used throughout the campaign in emails, the website, and social media. I was also able to design the packaging for our holiday epicure items - the patterns and colors used there were carried through to the animations and still life photo shoot.
NEIMAN MARCUS LAST CALL
HOLIDAY 2019
The concept developed for this project came from the idea of a “balancing act” – as in the holidays themselves requiring a balance of so many things in your life, we thought it would be fun to show it in a more literal and whimsical way. My favorite part of this shoot (or possibly any shoot ever) was having the chance to have my own recently found-in-the-alley dog on set as a model.
NEIMAN MARCUS LAST CALL
black friday 2019
For this project, I worked closely with the Site Merchandising Team and Merchants (buyers) to source a collection of apparel and accessories that would lend itself to a very strong graphic treatment we were wanting to use for the campaign. The red (while screaming "SALE!" also tied in nicely with our Holiday campaign running alongside Black Friday promotions.
NEIMAN MARCUS LAST CALL
FALL TRENDS
For this project, I worked closely with the Site Merchandising Team and Merchants (buyers) to source a collection of apparel and accessories that would lend itself to a very strong graphic treatment we were wanting to use for the campaign. The red (while screaming "SALE!" also tied in nicely with our Holiday campaign running alongside Black Friday promotions.
NEIMAN MARCUS LAST CALL
SPRING TRENDS
For this project, I worked closely with the Site Merchandising Team and Merchants (buyers) to source a collection of apparel and accessories that would lend itself to a very strong graphic treatment we were wanting to use for the campaign. The red (while screaming "SALE!" also tied in nicely with our Holiday campaign running alongside Black Friday promotions.
NEIMAN MARCUS LAST CALL
Cheil
Samsung Live
As Senior Art Director, I was brought on to the team at Samsung Live (Live Video Commerce) via their primary agency to oversee visuals, talent styling, and product styling. A major part of my assignment was to conceptualize pre-recorded segments and on-location shows the team could execute for more engaging content. During my short time there, the team graduated from a single live show per week to two (or more), executed an Earth Day special episode featuring multiple on-location segments, and developed a strategy for our hosts' visual expression through wardrobe/HMU.