I’ve worked with brands at different stages of growth, helping to shape their visual identity through content, campaigns, and product. From launching new concepts to refining existing ones, my role has involved translating a brand’s point of view intoimagery and experiences that feel cohesive, distinctive, and commercially effective.

Across The Border was my first experience working within a small, founder-led team, where I worked closely with the founder to translate his vision into campaign and social content. Being involved at every stage of the process gave me a strong understanding of how a brand’s identity is shaped through casting, imagery, and execution.

My role spanned campaign ideation, talent scouting, and content creation. I led casting, selecting talent that reflected the brand’s aesthetic, and captured behind-the-scenes imagery across film, Canon, and iPhone. I also edited content across Adobe Creative Suite, CapCut, and TikTok, adapting assets for different platforms while maintaining a consistent visual point of view.

Working in such a hands-on environment taught me how to balance creative instinct with practical execution, and how every detail, from the people you cast to the way content is edited, contributes to how a brand is perceived.

Across The Border — Creative & Casting Coordinator

Campaign Video: Launch and first collection.

Shot and edited.

Campaign stills produced for both e-commerce and social content.

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Campaign: Drop 2.

Led the campaign from initial concept and casting through to launch, overseeing social and website content to maximise engagement and conversion.

Promotional Content: Drop 2

Performer Pilates

Performer Pilates Barbados was a brand launch and creative development project focused on establishing the studio's visual identity and growing its digital presence within the local wellness space.
Working closely with the founder, I supported the launch through social media strategy, campaign planning, creative direction, and content development designed to build engagement and establish a recognisable brand identity from the outset.

My role included planning and coordinating content shoots, developing launch campaigns, and shaping an ongoing content strategy focused on audience growth, community engagement, and consistency across digital platforms. I also organised collaborative competitions and promotional partnerships with local wellness and lifestyle businesses to increase visibility and strengthen local brand awareness.

Alongside this, I designed the studio's branding and logo identity, as well as two merchandise collections, both of which sold out.

The project brought together branding, content strategy, creative direction, styling, campaign planning, and partnership marketing, helping translate the founder's vision into a cohesive and commercially successful brand identity.

Launch Video: conceptualised and directed.