Sample Work - Airbnb x FIFA
I saw your FIFA campaign and it inspired this sub-campaign — “Feel at Home with the Cup,” a global idea focused on the quiet rituals that make unfamiliar places feel like home while traveling. It shifts the lens from stadiums to the intimate moments around them, where connection happens before and after the match. Across cultures, a cup in your hands — coffee, tea, or a late-night drink — becomes a universal symbol of comfort and belonging. Through documentary-style photography, Airbnb becomes the place where travelers don’t just stay, but truly feel at home wherever the game takes them.
VISUAL WORLD
Inspired by intimate documentary photography: natural light, soft movement, tactile detail, emotionally observed moments, cinematic realism. The imagery feels warm, imperfect, and deeply human. The campaign captures the emotional side of travel: pre-game anticipation, meeting hosts, shared meals, jet lag mornings, post-match conversations, strangers becoming community. In every image, a cup quietly appears as the visual throughline.
NARS — Global Social Strategy
Client: NARS Cosmetics
As Social Media Lead, I owned content strategy for a NARS audience of 2M+, at a time when brand-awareness content was under-resourced and treated as low-budget always-on. Recognizing that a global prestige house like NARS required a social presence that actively built desire—not just filled a feed—I re-positioned the channel toward higher-impact storytelling, both shooting native social content and producing campaigns for key brand moments. I secured a 200x increase in production budget for brand-awareness content, which drove a 16x acceleration in social growth.
Gatorade — Photography
Client: Gatorade
Photography select featured in 2026 Gatorade commercial.
NARS — Destination Launch Content
Client: NARS Cosmetics
Concepted, art directed, and directed content capture across Bora Bora, Ibiza, Los Angeles, and additional destinations, leading on-location production with a full crew of photographers and videographers while overseeing edit and amplification strategy. The resulting content amplified influencer activations, driving ~50x engagement and significantly extending the reach of destination campaigns beyond their original audiences.
Act+Acre — Sephora PDP [51% Improvement]
Client: Act+Acre
Built conversion-driven creative assets informed by paid social, DTC performance learnings, and historical brand insights, translating data into high-performing creative direction. Concepted “How-To” shoots, product photography, and design-led edits to improve clarity, intent, and purchase conversion across the funnel. The work delivered a +51% average conversion lift across the product range from Q1 to Q2, with standout performance including +118% (Stem Cell Conditioner), +108% (Stem Cell Shampoo), and +75% (Peptide Treatment), and continues as an ongoing optimization cycle.
Act+Acre — Brand Content Engine
Client: Act+Acre
I built a content system designed around creative diversity over volume — producing 250+ concepts per month across formats, hooks, and narratives to ensure paid media never ran short of fresh creative. The core insight was that for a DTC brand, creative variety is the primary lever for scaling spend without ROAS decay.
I concepted, art directed, and produced the paid content engine end-to-end, directing a full production team of photographers, videographers, editors, and retouchers in a continuous, iterative cycle that translated performance learnings into real-time creative output.
Personal Travel Photography
Outside of work, I’m a photographer and have traveled to 40+ countries, usually with a camera and a bias toward quiet, in-between moments that say more than the obvious ones. That’s what pulls me to Airbnb. It’s a brand built on real people, real homes, and the emotional texture of travel.
