Art Direction
MadeGood Brand Photography & Awareness Campaign
MadeGood’s brand photography and “Highly Thoughtful Snacks” awareness campaign redefined how the brand shows up visually, leaning into the brand’s playful nature, transforming a functional product story into an emotional, personality-driven brand experience.
As Creative Lead, I directed brand photography that established a fresh visual language rooted in warmth, connection, and everyday moments of goodness. Alongside this work, I led the creative direction and video development for the “Highly Thoughtful Snacks” campaign — translating MadeGood’s purpose into a clear narrative that showcased the brand’s impact through organic sourcing, allergy-friendly ingredients, and thoughtful production practices. The vibrant, energetic soul of the brand became much clearer to the customer and elevated MadeGood from product-focused messaging to purpose-driven storytelling.
Hudson’s Bay Company Campaigns & Partnerships
During my time at Hudson’s Bay Company, I led creative direction across major campaigns, brand initiatives, and strategic partnerships designed to modernize a historic Canadian retailer for a contemporary audience.
This work included bringing new life to classic seasonal campaigns such as Back to School, the full rebrand of Hudson’s Bay’s Beauty Department into a more inclusive and community-focused destination, and the “Meet Merino” campaign developed in partnership with Woolmark to position Hudson’s Bay as a leader in sustainable wool fashion. Across each initiative, I partnered with cross-functional teams to develop campaign concepts, visual systems, and customer experiences that balanced HBC’s unique heritage with cultural relevance.
