NERD Skincare
Line Producer, Creative Director, Casting, Video Director, Editor
My Role: Line Producer, Creative Director, Video Director, Camera Operator, Editor, Animator, Casting
Project: NERD Skincare approached me about creating hero assets - both photo and video - to enhance their digital presence.
Challenge: As a new startup, the client had limited resources and needed to hire one person who could wear many hats. I was allotted just enough budget to hire a photographer and a PA for the shoot, but needed to fully produce, cast, organize, creative direct, video direct, light, edit, and animate on my own.
Goal: To streamline the shoot day in a way that allowed for both video and photography to happen simultaneously, while still allowing myself enough oversight to ensure a quality, youthful, on-brand result.
Results: With thorough planning, scrappy talent contract negotiation, and a simplified backdrop concept, I was able to flex my production capabilities and deliver a set of strong visual assets.
Photographer: Cody Chandler
Production Assistant: B Gosse
Make Up For Ever / Hetrick-Martin Institute
Line Producer, Casting, Video Director, Editor
My Role: Line producer, Casting, Video Director, Camera Operator, Editor
Project: Make Up For Ever partnered with the Hetrick-Martin Institute - New York’s premiere organization for at-risk LGBTQ+ youth - for #Pride month and needed to create a hero visual and a short documentary that would be used to promote both the launch of a new line of lip products as well as the donation-component of the campaign.
Challenge: To build awareness for the client’s new product launch while also connecting the customer base to the donation component of the campaign.
Goal: To create a strong emotional connection between the power of makeup to unleash one’s individuality and Make Up For Ever as a brand that has historically supported minority groups and the arts in general.
Results: The campaign successfully created visibility and raised over $20K for the Hetrick-Martin Institute.
Photographer: Alana Slutsky
Creative Direction: Marie-Laurencine Schmitt
Sound: Ben Anderson
Makeup: Jenny Sauce
PA: Mathew Goldsholl
Make Up For Ever / Pro Retail
Line Producer, Creative Director, Casting, Video Director
My Role: Line Producer, Creative Direction, Production Design, Video Director, Casting
Project: I was asked by Make Up For Ever’s Pro department to create a suite of visual assets - both photo and video - to promote the launch of a new line of professional makeup products. These assets were to be used for both digital and brick & mortar.
Challenge: My team and I were given an extremely limited budget, a timeline of a couple weeks, and because of the budget we needed to make use of a small 10x10 foot room as our studio space while still needing to create impressive visuals.
Goal: To elevate the brand using high-caliber models and boundary-pushing creative direction, while still coming in under-budget.
Results: By utilizing strong relationships with New York-based modeling agencies and creative talent (DP, photographer, makeup artists, etc), and by leaning into my skills for scrappy production, I was able to produce campaign assets that looked expensive and made a noticeable impact both on social media and in retail locations.
Photographer: Miguel Herrera
Co-Creative Direction: Vanessa de Horsey
Editor: Alexander Evan Morales
Makeup: Patrick Eichler, Ruben Garcia