Creative Direction
Black and white photo of a person arranging pictures on a wall

Over the course of my career, I’ve found myself naturally stepping into creative leadership roles, from concept development to visual execution.

Whether it’s crafting the narrative behind a campaign or shaping the look and feel of a brand moment, I’ve discovered that this kind of work not only comes naturally to me, but lights me up. It’s a direction I’m excited to keep growing into as I continue to develop my career — blending strategy, storytelling, and strong visuals every step of the way.

01

Client
Naturally Vain

Creative Direction Notes:

Led the creative direction and production strategy for a new suite of product and model content. Defined the visual direction, talent, production brief, and post-production approach, coordinating the client and production team through delivery of 12 videos and 40 photos for web, social, and paid media.

A person holding a jar of "Rose Glow" cream with a silver lid.
Close-up of a person applying cream under their eye
Hands washing with a green soap bar, creating suds.
Woman using a purple shampoo bar on wet hair
Natural deodorant and paraben-free product with vanilla, flowers, and wood on a textured white base. 
02

Client
ImpActive Pro Relief Stick

Project

Set the creative direction for a product-led video campaign across web and paid media, shaping the storyboard, talent selection, and overall production approach. Extended the creative into paid media strategy by defining the target audience and budget allocation for the 30-day campaign.

A massage gun, a fitness resistance band, and a black-and-white patterned foam roller are laid out with a stick of muscle relief balm on a green background.
Stacked CBD relief sticks labeled "ImPactive" on a dark background.
Two containers of CBD relief balm with yellow tops, labeled "IMPACTIVE Pro Releaf Stick" and "500mg of CBD". One is standing upright, the other is lying down.
Bus stop advertisement at night featuring a sports-themed poster with athletes in action and a product displayed on the bottom corner.
A gloved hand holding an "Impactive Pro Relief Stick" from an open blue bag, with a golf tee visible inside.
Man in black workout attire applying a product to his knee outdoors.
Man wearing black tank top and yellow shorts holding a CFL football in a gym setting. Hashtag #LessPainMoreImpact in corner. 
03

Client
Fairmont Château Laurier

Creative Direction Notes:

Contributed to the creative direction of brand and lifestyle photoshoots, helping shape shot planning, styling, and on-set execution. The approach balanced Fairmont Château Laurier’s historic character and luxury positioning with the content needs of modern digital platforms.

Two men in suits laughing and holding wine glasses, sitting on a couch in an elegant room decorated with flowers and orchids.
A bride and groom pose elegantly in a luxurious, ornate room with high ceilings and intricate decor. The bride wears a white lace gown and holds a bouquet, while the groom is in a gray suit with a red tie. The setting features chandeliers, lush greenery, and a decorative floor.
Hand squeezing lemon over oysters on a plate with sauce cups, glass of white wine in background.
Bride and groom embracing in an elegant hallway at Chateau Laurier, with the bride wearing a lace gown and veil. 
04

Client
OMNI Hockey x Lexie Adzija

Creative Direction Notes:

Crafted a campaign rooted in OMNI and Lexie’s shared mission: inspiring the next generation of hockey players, especially girls, to own their space and play on their terms. Through bold, empowering visuals that blended athleticism, authenticity, and personal style, the creative direction celebrated Lexie’s multidimensional identity — both on and off the ice. This campaign helped strengthen OMNI’s position as a brand championing inclusivity in sport while connecting with a younger, socially engaged audience.

Person sitting in a chair wearing a denim outfit and white sneakers against a neutral background.
Woman in teal sports attire and brown boxing gloves standing next to a punching bag in a gym.
Person in a gray hoodie holding a hockey stick with a stack of pucks on it; text reads "Ottawa, Lexie Adzija, #88" with a logo.

Select Works

Close-up of ripe oranges and peeled segments with green leaves on a light background.

Etc.

A stack of books and magazines on a wooden table, including "Ark Journal" and "Matisse Cut-outs."
Collage of Instagram posts from Fairmont Château Laurier featuring events, staff, and decor.

Photography

Social Media