Copywriting

  
          






001. Apple Music: “The Sound of Life”


This campaign for Apple Music showcases the profound role music plays in shaping
our lives. “The Sound of Life” is designed as a form of brand expression and positioning
in culture.

Apple’s brand promise and iconic slogan is “Think Different”. This promise reinforces the
brands commitment to innovation and a unique perspective. This Apple Music campaign
further evaluates that idea through the power in which people uniquely interpret music
and the role in can play in each one of their lives. 

One song can mean something deeply personal to you, and something entirely different
to someone else. We all hear the same music, but through our unique emotional lens, it
takes on its own weight and meaning. This is the heart of“The Sound of Life,” a
universally relevant, emotionally resonant idea.

The campaign lives across OOH and expands into an integrated feature within the
Apple Music app. Users can swipe up beneath a playing track to share a one-sentence
story about what the song means to them. They can also explore how others interpret
the same track, creating a layered social interaction that reveals new perspectives on
music. (mock-ups WIP)

Art direction, concept, and copywriting by me. 














 
                   

 

002: Zara & Sofia Coppola: “The Dreamer”

“The Dreamer” is a conceptual spec campaign for Zara, inspired by filmmaker Sofia
Coppola’s refined personal style and her signature cinematic lens. The campaign title
comes from a nickname given to Coppola by one of her early cast members, reflecting
her unique point of view and dreamlike approach to storytelling.

The campaign promotes a limited edition sleepwear line that showcases Coppola’s
aesthetic: sophisticated, effortless, chic yet comfortable, garments that blur the line
between formal wear and loungewear.

Sofia Coppola’s intimate bedroom scenes, a recurring image across her films, became
the foundation for this creative direction. I wanted to create a campaign that not only
showcased the collection but also celebrated Coppola as “the dreamer” of her stories.

Campaign Elements

Print & OOH: A collage-based visual system mixing imagery of models and Coppola
herself wearing the collection in bed. Light leaks and film textures reference her
cinematic aesthetic, while the collage format demonstrates the physical craft of film
editing.

Campaign Film: Set in an elegant Parisian hotel room, the film portrays Coppola in her
element, writing a screenplay on a typewriter, dressed in the collection. A reflective
voiceover, written by me, explores her creative process when crafting intimate
cinematic moments. The tone is quiet, intimate, and deeply atmospheric.

Social Media: Curated Instagram posts and captions extend the campaign’s narrative
into a digital space, reinforcing The Dreamer as both a state of mind and a lifestyle.

Art direction, logo design, concept, and copywriting by me. 
























   
        








003: Calvin klein: “Obsession. The moment never lets go”


This spec campaign reimagines Calvin Klein’s iconic Obsession fragrance through
the angle of modern desire. The concept explores the mental loops we fall into when
lust takes hold and moments replaying in our minds with obsessive intensity.

A series of print ads use repeating visuals to mirror this cycle, while a brand film
brings the idea to life cinematically. Shot in grainy black and white, the film captures
escalating gestures of affection, creating an immersive and sensory driven narrative.

The work positions Obsession for both men and women, reflecting desire as a
universal experience.


Art direction, concept, and copywriting by me. 

Art Direction 

                     





001: TREDDENICK: Campaign Art Direction


During my internship with British designer Treddenick, I worked across several
campaign shoots where I helped with concepting and execution of
the visuals in preperation for London and Paris Fashion Week. My role included
art direction support, assisting with the development of mood and narrative,
styling, and collaborating closely with photographers on set. I also helped
manage logistics and creative development, ensuring the shoots ran smoothly
while maintaining the brand’s distinctive aesthetic.

The visuals presented here are drawn from a selection of those campaigns.



























002: “ICONOGRAPHY” Design Publication 

For this project, I created a digital and print publication called “Iconography”.
The magazine was designed to showcase niche creative talent working from all
different areas of the fashion, advertising, and design industries. The magazine’s
purpose was not only to give a platform to designers and artists working in the
industry, but provide a source of knowledge and inspiration to those interested in
creative fields and the work being made by daring and unique designers.

Indesign
Photoshop


























     




003:  AI-GENERATED SAINT LAURENT CAMPAIGN  

This mock campaign for Saint Laurent, crafted visually with AI, channels the
brand’s sharp, sleek, and enigmatic aesthetic. Inspired by Saint Laurent’s
love for cinema and its new film production endeavors, I aimed to create a
campaign that immerses the audience in a cinematic world where the
product itself becomes a character.

Drawing on the brand’s use of bold yet chic symbolism, I envisioned the
campaign set within a mentally institutionalized space. Here, the tension
between living boldly and glamorously through fashion and an environment of
confinement and isolation creates a layered, satirical perspective: the subject
is alone, yet impeccably dressed, asserting identity and style even when
unseen.

This narrative reflects a message of living on your own terms, expressing your
highest self regardless of an audience. At the same time, it allows for a surreal,
dreamlike visual world that aligns with Saint Laurent’s evolving aesthetic, while
maintaining the brand’s signature sharpness and sophistication.

The cinematic aesthetics of Stanley Kubrick and the intense visual storytelling
of Darren Aronofsky’s Requiem for a Dream served as key inspirations for the
campaign’s visual direction.

Midjourney
Lightroom
Photoshop




























     






004:  AI-GENERATED JIL SANDER CAMPAIGN  
         
This mock campaign for Jil Sander, crafted with AI, centers around the theme
of “women at work” and draws inspiration from the brand’s late-1990s
campaigns. In approaching creative campaign work, my goal is to act as a film
director, creating visuals that tell a cinematic narrative, one that not only
aligns with the brand’s values and vision, but also immerses the viewer in the
brand world, which heavily influenced this campaign.

Building off the brand’s known visual identity and craftsmanship of minimalism
and refinement, I aimed to reflect these qualities through a strong narrative
inspired by my mother and women everywhere working in the corporate world.
These visuals capture how I see my mother: sophisticated, powerful, simple,
yet commanding, qualities I also find embodied in Jil Sander.

The visuals were further refined in Lightroom, pushing their impact while
creating the look and feel of a scanned campaign from 1999, the period in
which this fictional campaign is set.

Midjourney
Lightroom
Photoshop

                                   
                                               
                                             
                        


                                        














































































                                                                                                                                                                                                                                                                                                                                                                                                                              Boston, MA,  August 2025










































                                           
                                                                                                                                                                                            Boston, MA,  May 2025
























































     










                                                                                                                                                                                           Boston, MA, April 2025


















































      
 




                     
                        





                                                                                                                                                                                    London, England, July 2023

Savannah, Georgia, July 2024

     

Savannah, Georgia, March 2024

 



005:  HAN KJØBENHAVN AND NICK VAN WOERT MOCK CAMPAIGN 


This mock campaign is a collaboration between Danish fashion house
Han Kjøbenhavn and visual artist Nick Van Woert. Woert is able to create
incredibly dynamic and eye-catching sculptures that stir human emotion
and suggest ideas one may never encounter. These observations are what
I drew between Han Kjøbenhavn and Woert, each is able to manipulate
concepts and architectural shapes to create an honest and thought-
provoking experience for the viewer.

This results in Woert’s work being part of the inspiration for the Han
Kjøbenhavn mock campaign. I believe in order to harness the audiences
attention, one must look beyond the concept of fashion. People want to
feel something and be moved by it, I believe by reaching out and applying
different areas of art within fashion promotion can lead to more raw 
emotional connections from an audience and build stronger awareness
and intrigument.

Art direction and photography by me. 

Photoshop
Lightroom 

---