After helping shape the in-store brand experience at Charlotte Russe, I was asked by the CMO to bring that same energy and personality to the growing digital business. The stores were designed to feel like a party, from attention-grabbing windows to the visual experience throughout the space. My challenge was translating that feeling to a screen and creating a digital experience that felt just as distinctly Charlotte Russe.
I led the creative across email and digital marketing, eventually managing a team of designers, retouchers and production artists. Photography was central to the work, and I directed frequent shoots from concept and casting through location scouting, styling and on-set art direction. We shot throughout San Francisco and in studio, creating a constant stream of fashion imagery that connected campaigns, product and seasonal stories across the digital customer experience.
Role: Art Direction • Digital Creative • Team Leadership • Photo Direction • Campaign Development